Positive luxury: A consumer-centric approach to bridging luxury and sustainability

Wided Batat, University of Lyon , Danae Manika, Brunel Business School, Fabio Duma, Zurich University of Applied Sciences, School of Management , Rachael MillardWestminster Business School, University of Westminster, Mona Mrad, American University of Sharjah, Natalie A MitchellN, Nacima Ourahmoune, KEDGE Business School, Pallab Paul, Daniels College of Business, Francine Espinoza Petersen, HEC Lausanne, Nabanita TalukdarHult International Business School, San Francisco Campus, Alex Yao YaoSan Diego State University

Marketing Theory

Published online on March 14, 2025

Abstract

Marketing Theory, Volume 26, Issue 2, Page 211-244, June 2026.
This study explores the concept of luxury through the lens of sustainability, questioning conventional interpretations and promoting a broader comprehension of luxury’s compatibility with sustainability. It also explores the potential positive effects of ...