Abstract
Luxury and sustainability are two market segments that appear to offer opposing values. Consumer behaviour for both luxury and sustainable goods is driven by a combination of rational, emotional, and symbolic goals and desires. A cultural analysis of the language, symbols, and artefacts of a sustainable luxury brand demonstrates how congruent values between sustainability and luxury can attract sustainability conscious consumers while retaining luxury value shoppers. In this conceptual chapter we provide a typology of both luxury and sustainable values and demonstrate how one luxury brand successfully links these values.
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Volcon, S.Y., Makkar, M., Martin, D.M., Farrelly, F. (2022). Sustainable Luxury: A Framework for Meaning Through Value Congruence. In: Henninger, C.E., Athwal, N.K. (eds) Sustainable Luxury . Palgrave Advances in Luxury. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-06928-4_4
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