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Sustainability Across Industries

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Sustainable Luxury Brands

Part of the book series: Palgrave Advances in Luxury ((PAAL))

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In Chap. 3 we argued that luxury and sustainability are complementary concepts, and demonstrated some of the ways that early movers in the luxury market are leveraging their natural strengths to become more sustainable. In Chap. 4 we focused, instead, on the key pillars of sustainable consumption. Taken together, the previous two chapters suggest that luxury companies have a large, often underexplored, potential to leverage their being sustainable, thus fulfilling the growing global luxury consumers’ concern for development. In response to such an increased luxury consumers’ sensitivity toward sustainability, companies are pushed to adopt ever-stricter sustainability standards. With the shift from “conspicuous consumption” to “conscientious consumption,” responsible consumers have become more informed about brands and products of all kinds—luxury and non-luxury alike.

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    Green washing is a communication strategy of some companies, organizations or political institutions aimed to build a self-image deceptively positive in terms of the environmental impact, in order to divert public attention from the adverse effects on the environment caused by its activities or its products.

  2. 2.

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Amatulli, C., Costabile, M., De Angelis, M., Guido, G. (2017). Sustainability Across Industries. In: Sustainable Luxury Brands. Palgrave Advances in Luxury. Palgrave Macmillan, London.

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