‘Take a Stand’ the Importance of Social Sustainability and its Effect on Generation Z Consumption of Luxury Fashion Brands

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Sustainable luxury research has grown exponentially over the past few years; however, focus has been on economic and environmental sustainability while social sustainability remains underresearched. The purpose of this chapter is to analyse the importance of ‘Taking a Stand’ to communicate social sustainability regarding societal issues and its effect on Generation Z consumption of luxury fashion brands. A conceptual framework of social sustainability will be introduced and real-world evidence is provided by using case studies to show the importance of social sustainability marketing in luxury fashion, and implications for practice, study limitations and future research directions are discussed.

Bibliographical metadata

Original languageEnglish
Title of host publicationSustainable luxury
Subtitle of host publicationan international perspective
EditorsClaudia E. Henninger, Navdeep K. Athwal
Place of PublicationCham
PublisherPalgrave Macmillan
ISBN (Print)9783031069277
Publication statusPublished - 12 Aug 2022

Publication series

NamePalgrave Advances in Luxury
PublisherPalgrave Macmillan
ISSN (Print)2662-1061
ISSN (Electronic)2662-107X