Sustainable Luxury: A Framework for Meaning Through Value Congruence

Luxury and sustainability are two market segments that appear to offer opposing values. Consumer behaviour for both luxury and sustainable goods is driven by a combination of rational, emotional, and symbolic goals and desires. A cultural analysis of the language, symbols, and artefacts of a sustainable luxury brand demonstrates how congruent values between sustainability and luxury can attract sustainability conscious consumers while retaining luxury value shoppers. In this conceptual chapter we provide a typology of both luxury and sustainable values and demonstrate how one luxury brand successfully links these values.