Can Sustainability Be Luxurious? a Mixed-Method Investigation of Implicit and Explicit Attitudes Towards Sustainable Luxury Consumption

Daisy Beckham, London School of Economics, UK
Benjamin G. Voyer, ESCP Europe, UK
The present research uses a mixed-method approach to investigate implicit / explicit attitudes towards sustainable luxury. Quantitative results showed participants predominantly associated luxury with unsustainability, clarifying inconsistent results in the literature. Qualitative results depicted a more complex picture, pointing to a contrast between internally and externally-derived labels of sustainable luxury.
[ to cite ]:
Daisy Beckham and Benjamin G. Voyer (2014) ,"Can Sustainability Be Luxurious? a Mixed-Method Investigation of Implicit and Explicit Attitudes Towards Sustainable Luxury Consumption", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 245-250.