How Do Western Luxury Consumers Relate with Virtual Rarity and Sustainable Consumption?

  • Anne-Flore Maman Larraufie
  • Lucy Sze-Hang Lui


Despite the fact that different industries have been putting efforts into promoting sustainability in their businesses, little effort was initially shown in the luxury industry. Even though some companies have included responsibility and sustainability as a source of competitive advantage, thus becoming central to their strategic vision, the sector has been regularly criticized for its lack of sustainable development imperatives. It has led to an extensive discussion in the academic field on whether luxury and sustainable development are by nature compatible or not. It is the objective of the present chapter to challenge this hypothesis, confronting it with the market perspective. Studying the views of Western regular luxury consumers toward the two concepts should ultimately help luxury managers design more efficient, and hopefully effective, strategies to promote sustainability in their companies.


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Anne-Flore Maman Larraufie
    • 1
  • Lucy Sze-Hang Lui
    • 2
  1. 1.SémioConsult® & ESSEC Business SchoolParisFrance
  2. 2.FendiParisFrance

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