Luxury and sustainability: The role of message appeals and objectivity on luxury brands’ green corporate social responsibility

Sustainability reporting practices: an explorative analysis of luxury fashion brands

“…According to the recent systematic review by Kunz et al (2020), it is possible to identity three broad research streams: the first investigates issues around harm, supply chain and communication; the second includes questions related to CSR and the sustainable activities of luxury producers as such and the last focuses on consumers and the effect of their characteristics on the purchase of sustainable luxury, the compatibility of luxury and sustainability as perceived by consumers, and the paradox of consumerism. Consequently, luxury brands have gradually incorporated green practices into their operations (Kang and Sung, 2022) although luxury brands that work on social and environmental responsibility also need to maintain their exclusive branding. Indeed, this situation can create pressure on companies because while sustainability requires values, such as equality and universalism, luxury brands relate to principles of exclusivity and hedonism (Torelli et al, 2012;Wong and Dhanesh, 2017).…”

“…, 2014; Kapferer and Michaut-Denizeau, 2014). It appears that luxury brands “ encounter a dilemma over their green CSR engagement and communication ” (Kang and Sung, 2022, p. 292) as a sort of paradox: on the one hand, they consider CSR to be a key pillar of their business; on the other hand, they could confuse consumers about the value of their brand by communicating their green practices.…”

“…In addition, because luxury brands need to avoid accusations of greenwashing (Mohr et al. , 2001; Kang and Sung, 2022), they need to develop an adequate approach to their CSR communication. In fact, due to the challenges of addressing paradoxes of sustainability (Hahn et al.…”

“…Our study is aimed at increasing knowledge about sustainability activities in the fashion luxury industry through an analysis of sustainability reporting (Wells et al, 2021). In addition, because luxury brands need to avoid accusations of greenwashing (Mohr et al, 2001;Kang and Sung, 2022), they need to develop an adequate approach to their CSR communication. In fact, due to the challenges of addressing paradoxes of sustainability (Hahn et al, 2015), it is unlikely that luxury brands use the same approach, and they need to develop adequate sustainable communications strategies.…”

Should companies hope instead? The role of verbal cues in consumers' evaluation of cause‐related marketing (CRM)

“…For consumers, the motivations behind CRM are even more important than what the company does and how much it helps society (de Jong & van der Meer, 2017; Groza et al, 2011; Pérez et al, 2019), especially for younger generations (Chatzopoulou & de Kiewiet, 2021). To improve the overall success of their CRM, companies must care about what they do and, equally importantly, effectively communicate the sincerity of their commitment (De Vries & Duque, 2018; Kang & Sung, 2021). Indeed, the literature highlights that how a company's prosocial activities are communicated plays a critical role in consumers' perception and appreciation of these activities (e.g., Du et al, 2010; Samu & Wymer, 2009).…”