Sustainable Luxury Marketing : A synthesis and research agenda

Sustainability has become a pervasive issue for the luxury sector, gaining traction with brand managers, scholars, policy-makers, the media, and academia. The purpose of this paper is to examine the state of sustainable luxury research in marketing and consumer behaviour by critically reviewing and synthesizing the growing but fragmented body of scholarly work on sustainable-luxury marketing. The paper critically assesses where, how and by whom research on sustainable luxury is being conducted, and it identifies gaps for future investigation. The paper reviews research published between 2007 and 2018 within major peer-reviewed English-language scholarly publications in business, marketing, ethics, fashion, food and tourism journals. The research is identified using the keywords sustainable luxury, green luxury, eco-luxury and organic luxury. Three core themes emerge from this review: (1) consumer concerns and practices; (2) organizational concerns and practices; and (3) international and cross-cultural issues. The review confirms that research on sustainable luxury is significantly underdeveloped. This paper provides the first critical and comprehensive assessment and categorization of the emergent literature streams on sustainable luxury. The authors argue for a broader, deeper and more critical research agenda on the relationship between sustainability and luxury. Potential avenues for future research on sustainable luxury are proposed, with calls for theoretical and cross-cultural reflections that tackle broader systemic and institutional issues within the field

Mass Market Second-Hand Clothing Retail Operations in Hong Kong: A Case Study

Textile waste is one of the major problems in fashion and clothing industry. It is believed that the proper use of second-hand clothing products, which helps to promote the environmental sustainability, plays a significant role in changing the purchasing behavior and disposal habit of the consumers. This study presents a case study on a Hong Kong mass market second-hand clothing retailer to better understand the existing second-hand clothing business operations. The findings of this study generate important insights on the potential and possible direction of second-hand clothing business development in a market like Hong Kong.Institute of Textiles and Clothin

A Study on Consumer Awareness Towards Green Fashion in India

The fashion industry, which is one of the largest polluters of the world, increases the environmental concerns by leaving harmful impressions. Green fashion is a new approach to “fashion with a conscience” and it refers to a growing number of ethical fashion companies that attempt to attract young mainstream fashion consumers by offering fashionable products. While some researchers clearly identify the efforts of responsible consumers towards green fashion, some argue that fashion-orientated consumers who are sensitive towards environment do not actively participate towards supporting green fashion. This study aims to analyze the current awareness of green fashion among these young Indian consumers. An exploratory study with a limited sample of audience between age of 18 and 30 years is conducted where consumers’ awareness of green fashion is examined through online survey followed by an analysis of translation of this perception into purchase decision making. The study may motivate fashion brands to voluntarily adopt green activities and provide strategic guidelines for marketers and retailers about their sustainable retail practices