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Prestigieux et engagés : La double casquette des célébrités sur le visage du luxe durable

Author

Listed:
  • Oxana Lahbib

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Aurélie Kessous

    (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - AMU - Aix Marseille Université - UTLN - Université de Toulon)

  • Pierre Valette-Florence

    (CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes)

Abstract

The dissonance arising from the marriage of luxury and sustainability, and the scepticism generated by the ethical argument of brands leave the luxury industry unsure regarding the best strategy to prove the ethical aspect of its activity. Recent works have proposed the celebrity as a solution to this impasse. This study hence seeks to confirm in a first stage the role of a celebrity in the acceptance of sustainable luxury by its clientele (qualitative exploration), and then attempts to identify for which type of cause defended by the brand (social or environmental) this collaboration would have a greater impact on its clients (quantitative confirmation). The study shows that the celebrity helps customers to better perceive the notion of sustainable luxury: while the defence of a social cause reinforces the luxury aspect of the brand, the defence of an environmental cause leads customers to spread the information to their entourage.

Suggested Citation

  • Oxana Lahbib & Aurélie Kessous & Pierre Valette-Florence, 2022. "Prestigieux et engagés : La double casquette des célébrités sur le visage du luxe durable," Post-Print hal-03602495, HAL.
    • Handle: RePEc:hal:journl:hal-03602495
    Note: View the original document on HAL open archive server: https://hal.science/hal-03602495
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    Keywords

    luxe; développement durable; scepticisme; endossement par les célébrités;
    All these keywords.

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