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Behind the runway: managing paradoxical tensions on sustainable luxury

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  • Ei Shu

    (North China University of Technology)

Abstract

Despite the growing attention on sustainability issues in the fashion and textile industry, most research has focused on non-luxury products, the research aimed at understanding sustainability issues in the luxury market is still scant, especially when it comes to understand how luxury brands manage the contradictory nature of luxury and sustainability. Drawing on the paradox perspective, this study examines two European luxury fashion brands’ responses to sustainability. The findings provide an illustrative framework that combines two elements (i.e., acceptance and engagement) to address paradoxical tensions between luxury and sustainability, thereby responding to the research call for more investigation into sustainability in the luxury industry. These empirical insights also deepen our understanding of the sustainable and ethical business practices implemented in the luxury industry, thus providing important guidance to help managers find a balanced approach to meeting the conflicting demands of society and business.

Suggested Citation

  • Ei Shu, 2025. "Behind the runway: managing paradoxical tensions on sustainable luxury," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 27(2), pages 5421-5433, February.
    • Handle: RePEc:spr:endesu:v:27:y:2025:i:2:d:10.1007_s10668-023-04071-6
    DOI: 10.1007/s10668-023-04071-6
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    References listed on IDEAS

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