Luxury Marketing and Sustainability in the South Asian Context

The purpose of this chapter is to provide an overview of sustainability in the luxury marketing sector among brand managers, scholars, policymakers, journalists, and academics in the South Asian context. This chapter starts by introducing the concept of the luxury marketing sector with consumer buying behavior toward luxury goods in the South Asian context. By categorizing existing studies, Section 1.2 discusses the importance of luxury marketing and sustainability-related research. With the importance of the luxury industry globally, sustainable luxury is gaining more attention among luxury firms and academic research institutions as a concept that has a lot of potentials. Luxury marketing and sustainable practices-related studies are relatively scarce. In addition to skill, quality, and endurance, luxury is environmentally friendly. As luxury has recently been mass-marketed, this may undermine its compatibility with sustainability practices. Based on the existing research, Section 1.3 explains the implementation of luxury marketing and sustainability practices in the South Asian context based on the triple perspectives of cross-cultural differences, the importance of consumer attitudes rather than consumer behavior, and the importance of updated knowledge of the brand managers toward sustainable practices during the luxury marketing process.