Sustainable luxury research has grown exponentially over the past few years; however, focus has been on economic and environmental sustainability while social sustainability remains underresearched. The purpose of this chapter is to analyse the importance of ‘Taking a Stand’ to communicate social sustainability regarding societal issues and its effect on Generation Z consumption of luxury fashion brands. A conceptual framework of social sustainability will be introduced and real-world evidence is provided by using case studies to show the importance of social sustainability marketing in luxury fashion, and implications for practice, study limitations and future research directions are discussed.
|Title of host publication||Sustainable luxury|
|Subtitle of host publication||an international perspective|
|Editors||Claudia E. Henninger, Navdeep K. Athwal|
|Place of Publication||Cham|
|Publication status||Published - 12 Aug 2022|
|Name||Palgrave Advances in Luxury|
- sustainability management