Conspicuous Conservation: Using semiotics to understand sustainable luxury

This paper investigates the meaning of sustainable luxury among the wealthy, who are the primary target group of luxury brands.

Conspicuous conservation: using semiotics to understand sustainable luxury

Marie-Cécile Cervellon

International University of Monaco

Introduction

Luxury is thus a key element in the drive to consume and the effect of this is to generate profits, and thereby, maintain capitalism, whilst simultaneously, from the Green Perspective, depleting the stock of sustainable resources.

(Berry 1994)

Sustainable development has become the challenge for all industries over the past decade, under the pressure of governments, NGOs and consumers. This new paradigm integrates the promotion of eco-friendly practices, such as the reduction of carbon emissions along the value chain, the economy of natural resources and...

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