Luxury Marketing and Sustainability in the South Asian Context
Key finding of the study
Luxury marketing and sustainable practices-related studies are relatively scarce. In addition to skill, quality, and endurance, luxury is environmentally friendly.
Authors
Nirma Sadamali Jayawardena, University of Bradford, UK.
Sara Quach, Griffith University
Charitha Harshani Perera, Northumbria University, UK.
Park Thaichon, University of Southern Queensland
Narayanage Jayantha Dewasiri, Sabaragamuwa University of Sri Lanka
Summary
The purpose of this chapter is to provide an overview of sustainability in the luxury marketing sector among brand managers, scholars, policymakers, journalists, and academics in the South Asian context. Luxury marketing and sustainable practices-related studies are relatively scarce. In addition to skill, quality, and endurance, luxury is environmentally friendly. Luxury has recently been mass-marketed, which may undermine its compatibility with sustainability practices. Based on the existing research, Section 1.3 explains the implementation of luxury marketing and sustainability practices in the South Asian context based on the triple perspectives of cross-cultural differences, the importance of consumer attitudes rather than consumer behaviour, and the importance of updated knowledge of the brand managers toward sustainable practices during the luxury marketing process.
Published in
The book titled “Luxury Marketing, Sustainability and Technology” by Taylor and Francis
Link to the article