Abstract Book of the 9th International Conference on Research in Business, Management and Finance
Year: 2025
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The Influence of Sustainability on Consumer Perception and Loyalty in the Indian Luxury Fashion Sector
Sonali Saldanha
ABSTRACT:
The intersection of sustainability and luxury fashion is becoming a critical area of study as global concerns over environmental and ethical practices continue to grow. This paper aims to explore how luxury fashion brands are integrating sustainability into their business models, marketing, and product strategies. While luxury was once associated primarily with exclusivity and excess, there is now a conscious shift toward sustainability-driven luxury branding. This research investigates the transformation through a critical review of literature from 2015 to 2019, covering publications in marketing, fashion, ethics, and consumer behaviour.
The study focuses on how eco-luxury and organic luxury branding are redefining consumer perceptions and expectations and how designers incorporate ethical sourcing, sustainable production, and corporate social responsibility (CSR) into their collections. The review produces existing but fragmented knowledge under three key themes: (1) Consumer concerns and practices, (2) Organizational approaches and sustainable branding, and (3) Cross-cultural and international perspectives.
In spite of growing interest in the field, sustainable luxury remains under-researched, especially in the context of emotional branding and environmentally conscious and ethical consumption patterns. The findings indicate that integrating sustainability not only enhances brand equity and consumer loyalty but also relocates luxury brands as modern, responsible entities. The study also proposes a conceptual model linking CSR-driven practices and eco-luxury identity to luxury consumer perception and loyalty. This paper sets the groundwork for future empirical research in sustainable luxury branding.
Keywords: Conscious Consumption, Eco-Luxury, Ethical Consumerism, Emotional Branding, Organic Fashion, , Sustainable Development