Luxury fashion and sustainability: conflict or synergy?

Many scholars debate the notion of sustainable luxury, leading to a lack of consensus on whether these two concepts can coexist harmoniously. Additionally, previous literature provides varying definitions of luxury and what constitutes a luxury brand. Different values and attributes of luxury have been suggested throughout the years, leading to inconsistencies. Thus, sustainability in the context of infrequent, luxury purchases remains a nascent research topic. Existing studies on sustainable luxury do not have a unified view of what constitutes sustainability in the luxury context or what consumers understand by the term ‘sustainability’. The field lacks qualitative and exploratory research, leading to an increasing demand for new and robust research in the area.

Recognizing the complexities of both concepts – luxury and sustainability – this study seeks to provide insights into the current sustainable luxury fashion market and consumer attitudes about it; and to broaden understanding of sustainable luxury attitudes and consumption. Underpinned by the Theory of Reasoned Action and Cost Benefit Analysis, and further strengthened by integrating psychological theories, this study utilizes qualitative interviews with luxury consumers to reach its objectives.

Key theoretical contributions found in this research include extending the Theory of Reasoned Action by creating a comprehensive model that outlines the process of converting sustainable luxury actions into consumer behavior. Within the model, possible moderating factors are identified for each type of consumer. Moreover, it proposes a sustainable luxury definition and provides novel consumer and brand segmentation. The segmentation is of value to practitioners as well, and, based on extensive research, actionable marketing strategies are identified and suggested for different kinds of brands.