| dc.description.abstract (摘要) | From the ancient to the present times, the field of luxury evolved as well as its definition and perception in the eyes of its consumers. Luxury goods differentiate by their scarcity, expensiveness, preciousness, and quality. Those goods provide a feeling of superiority, and a desire created by their inaccessibility. There is room for wondering if the luxury industry could be sustainable and ethical all while providing such goods. This study interviewed four employees, working in the luxury sector. They shared some difficulties their companies encountered regarding sustainable and ethical commitments. Indeed, those topics are not a priority for their customers, although they noticed a real improvement from luxury brands in their pro-environment communication and actions conducted. Luxury industry, unlike other industries, is not affected by the economic crisis and is one of the top industries in terms of profit. One may confront profit and ethics when they are not necessarily apart from each other. The study revealed that business requires trust and integrity, which are ethical values. Maximizing profit also fuels economic growth, which promotes prosperity and can lift people out of poverty. It is therefore necessary to accept that no business can be purely ethical, but it can still participate in actions with positive impacts. At the end of the day, the limits one may set for ethics are a matter of personal view. | en_US |
| dc.description.tableofcontents | TABLE OF CONTENTS 1. Introduction 1 2. Literature review 3 2.1. Luxury, sustainability, and ethics: an antagonistic relationship? 3 2.1.1. The luxury industry, an industry of all excesses 3 2.1.2. Luxury and sustainability, an apparent contradiction 6 2.1.3. The place of ethics in the luxury sector: individualism or inclusiveness? 7 2.2. The social and ecological turning point: a priority for the sector of luxury goods 9 2.2.1. The social and environmental impacts: a new criterion in the purchase decision of the customer 9 2.2.2. A relationship to be nuanced between the increase in sales and the desire for ethical goods in the luxury industry, and the financial performance of companies 11 2.2.3. The turning point of luxury brands in terms of engagement 14 2.2.4. Responsible luxury: a new trend or a real engagement from the brands? 16 2.3. How to know if luxury brands’ engagements in terms of Corporate Social Responsibility (CSR) are real and trustworthy? 18 2.3.1. The importance of sourcing and traceability 18 2.3.2. The norms and labels of Corporate Social Responsibility (CSR) 20 2.3.3. The next step in terms of engagements 22 2.4. Summary 24 3. Research method 26 3.1. Methodology 26 3.2. Limits 26 3.3. Interviews template 27 4. Results 28 4.1. The rising concern of sustainability and ethics 29 4.1.1. Demand of higher transparency coming from the customers of luxury sector 29 4.1.2. A necessary awakening for the luxury sector 30 4.1.3. New ways to trust companies’ commitments and to be better informed 30 4.1.4. However, a limited concern depending on the customer’s background and generation 31 4.2. Luxury brands responding with a more CSR-oriented strategy 31 4.2.1. The first movers in terms of CSR 32 4.2.2. A first step towards CSR from brands starting with less expensive products 32 4.2.3. A noticeable improvement over the past few years 33 4.2.4. Brands are making real commitments in terms of CSR 34 4.3. Luxury brands still need improvements in their actions 35 4.3.1. Remaining difficulties in engaging in CSR in the luxury sector 35 4.3.2. Incompatibility between the idea of luxury and sustainable development 36 4.3.3. Greenwashing practices still exist 36 4.3.4. Next steps for customers and luxury companies 37 4.4. Summary 38 5. Discussion 44 5.1. The luxury industry: the paradoxes of an industry beyond all “normalities” 44 5.1.1. A necessity to educate customers, confronted to misinformation and greenwashing 44 5.1.2. New consumption habits of more ethical goods confronted to the whims of traditional luxury customers in an industry beyond all “normal” realities 45 5.1.3. Exemplarity of luxury brands towards CSR confronted to the impossible relationship between the necessity of preserving their business and being ethical 46 5.2. The apparent contradiction between business and ethics 46 5.2.1. The limits of ethics applied to business 47 5.2.2. The possible reconciliation between business and ethics: when business brings prosperity and positive impacts 47 5.2.3. Pulling the limits of ethics too far would make business disappear 48 6. Conclusion 50 Reference 53 Appendix 56 | zh_TW |
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