Bridging the Gap Between Sustainability and Luxury

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bachelor_Hiipakka_Sini_2024.pdf (1.05 MB)

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School of Business | Bachelor's thesis
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Date

2024

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

en

Pages

37

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Abstract

This bachelor’s thesis investigates what is currently known of sustainable luxury. Through a bibliometric analysis, three main themes of sustainable luxury in current literature were identified: consumer perceptions, sustainability and CSR integration into luxury narratives, and circular economy implementation. The thesis synthesizes and collects information on all these themes in a novel way. The findings emphasize the importance of congruence between the consumer’s self—identity, the brand, and the brand’s CSR actions and explore how this can be achieved. Throughout the thesis, the significance of cultural differences also becomes apparent. This thesis also gives a variety of specific managerial implications.

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Thesis advisor

Mikkonen, Ilona

Keywords

sustainable luxury, CSR, circular economy, luxury fashion, luxury marketing, sustainability communications

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https://urn.fi/URN:NBN:fi:aalto-202405263647

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[kand] Kauppakorkeakoulu / BIZ (Open Access)