Sustainable Luxury Fashion

Abstract

Changing consumer values and beliefs, particularly among Millennials, who have been identified as the most influential consumer group for luxury brands, has resulted in increased responsibility for sustainability. Furthermore, as the sharing economy becomes more popular, consumers are more likely to engage in non-ownership approaches to consumption, such as collaborative consumption. Luxury brands must consider making a significant shift toward sustainability efforts. However, literature is scarce on sustainable luxury. This chapter provides systematic review of current research on sustainable luxury marketing, focusing on consumer motivations and the relationship between luxury value and sustainability. This chapter will provide a deep understanding of the mechanisms underlying the successful combination of luxury and sustainability, which may help luxury brands achieve a shift toward more sustainable products.