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Journal of Brand Management

, Volume 21, Issue 1, pp 1–22 | Cite as

Is luxury compatible with sustainability? Luxury consumers’ viewpoint

  • Jean-Noël KapfererEmail author
  • Anne Michaut-Denizeau
Original Article

Abstract

The luxury sector thus far has received scant attention from sustainable development activists and watchgroups. Yet, this focus is changing. Even if other sectors may be more relevant to the cause of sustainability, luxury brands that have gained intact reputations for sustainability must take care to maintain it. Therefore, the present research investigates the level of sensitivity of actual luxury buyers to the cause of sustainable development, insofar as it concerns the luxury sector, luxury brands and their purchases. Do consumers’ attitudes towards sustainability spill over to their opinions about the sustainability of luxury itself, or is luxury a world apart? The findings show that luxury buyers have ambivalent attitudes, such that they consider luxury and sustainability somewhat contradictory, especially with regard to the social and economic harmony facet of sustainable development.

Keywords

luxury sustainable development ethics CSR ecology 

Notes

Acknowledgements

The authors acknowledge funding and support from the Pernod Ricard Company.

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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2013

Authors and Affiliations

  1. 1.Department of MarketingHEC Paris, 1 Rue de la LiberationParisFrance

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