Sustainability and Social Responsibility

'But...Luxury is Sustainable': An Exploration of Perceptions of Sustainable Luxury Among Affluent Consumers

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Abstract

This study explores the role of sustainability in luxury consumption among affluent consumers. In-depth interviews were conducted with 18 individuals, each with annual incomes ranging from $120,000 to $3 million and investable assets between $275,000 and $10 million. Wang's (2022) framework of contemporary luxury consumption was used as the conceptual lens for interpreting data, which positions luxury consumption on a continuum between two perspectives: traditional wealth-based consumption and competencies-based consumption. Thematic analysis revealed five key themes regarding consumers' perspectives on sustainable luxury. Participants tended to view luxury products as inherently sustainable and expressed openness to buying luxury items through second-hand resale channels. While consumer interest in sustainable luxury is growing, the study highlights a gap in understanding how sustainability influences actual consumption behavior. Further research is needed to assist luxury brands in leveraging opportunities to develop more sustainable market options that appeal to this growing consumer segment. 

Keywords: sustainable luxury consumption, affluent consumers, thematic analysis, consumer decision-making, contemporary luxury

How to Cite:

Murphy, C. & Hodges, N. J., (2025) “'But...Luxury is Sustainable': An Exploration of Perceptions of Sustainable Luxury Among Affluent Consumers”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18757