[Research Contribution] Do luxury brands in fashion industry have to trade-off for sustainability?

Keywords: Sustainable fashion; Luxury brands; Purchase intention; Hedonic value; Exclusivity; Social norms; Consumer attitudes; Luxury consumption.

The luxury factor is often associated with high cost, rarity, and sometimes ostentatious consumption. Meanwhile, sustainability is associated with moderation, responsibility, and consideration of environmental impact. So, can these seemingly opposing concepts coexist in the high-end fashion industry? In the context of consumers becoming increasingly concerned about the environment, luxury brands are beginning to integrate sustainability into their products. However, this raises a big question: does "greening" strip away the essence of luxury, or on the contrary, can it become a new value that elevates the brand?

In search of an answer to this question, a group of students from the University of Economics Ho Chi Minh City (UEH) conducted a study titled "Do luxury brands in fashion industry have to trade-off for sustainability?" to explore how factors such as attitudes, consumption values, exclusivity, and social influence affect the intention to purchase sustainable high-end fashion products among Vietnamese consumers.

What truly influences consumers' choices of "green" luxury fashion?

First of all, it is not the luxury factor or product characteristics that determine behavior, but rather the consumer's attitude toward sustainability. When they truly care about the environment and believe that their choices matter, they will be willing to consider high-end fashion products with a "green" factor. This shows that consumer behavior does not start with the product, but with how users perceive the issue, whether they feel "I should do this" or not.

Moreover, luxury consumption is not just a story about status, but also an emotional experience. Consumers seek joy, satisfaction, and a sense of "self-reward" when making purchases. When the sustainability factor is added, they tend to feel that their choices are more "worth it," as they satisfy personal needs while not going against ethical values. It is this combination of enjoyment and meaning that makes consumer behavior more acceptable.

However, not every aspect of luxury "fits" with sustainability. For those who value exclusivity, rarity, and uniqueness are the core of luxury. Meanwhile, sustainability is universal and aimed at the common good. This difference creates an underlying contradiction, causing some consumers to feel that "green" luxury fashion is no longer as special as it used to be, thereby reducing their purchase intention.

Additionally, social factors still have an impact, especially in the context where consumers are easily influenced by trends and the surrounding community. When sustainable consumption becomes more popular, it can create a new norm, making consumers feel that choosing "green" products is the right thing to do. However, this influence is not as strong as personal attitudes or emotions, indicating that the final decision is still more personal than following the crowd.

Ultimately, the relationship between luxury and sustainability is not entirely oppositional, but it is also not entirely harmonious. There are factors that help these two concepts support each other, but there are also conflicting points that need to be balanced. This shows that if businesses want to develop sustainable luxury fashion, they cannot just "add a green element," but need to redesign the entire experience to both maintain a sense of prestige and create meaning for consumers.

Research Model

When luxury wants to be "green": Not a trade-off, but a redefinition of value

Research shows that attitude is the strongest influencing factor, so instead of just promoting products, brands need to focus on educating and shaping consumers' perceptions of sustainable fashion. Clearly conveying the environmental impact, production process, and long-term significance will help users build trust and be more willing to choose.

At the same time, the emotional factor must be preserved in the luxury experience. Brands should not turn "green" products into a mandatory choice, but still ensure a sense of enjoyment, pride, and satisfaction in ownership. This is a way to help consumers be responsible while not losing the reason they sought luxury goods in the first place.

One noteworthy point is that exclusivity should not be blurred when pursuing sustainability. Businesses need to maintain a sense of uniqueness thru limited designs, special materials, or product stories, rather than letting "green" become a mass-market factor. This helps reconcile two seemingly opposing values.

Ultimately, social factors can be leveraged as a driving force, but they are not the main focus. Building a community or creating a ripple effect can support consumer behavior, but the final decision still lies in the personal experience and the value perceived by the consumer.

The research paper has indirectly contributed to SDG 9, 12, and 13. View the full research paper “Do luxury brands in fashion industry have to trade-off for sustainability?” HERE

The authors: Le Hoang Que Chi, Vu Hoang Hai Dang, Lao Thi Khanh Linh, Pham Thi Huyen Trang - University of Economics Ho Chi Minh City.

This article is part of the Green Research Community series with the message “Research Contribution for UEH Living Lab Green Campus” UEH sincerely invites the community to follow the next Green Research Community newsletter.

More Information:

SDG 9 – Industry, Innovation, and Infrastructure aims to build resilient infrastructure, promote sustainable industrialization, and encourage innovation. This goal goes beyond advancing technology and production; it also includes narrowing infrastructure access gaps between regions, supporting small and medium-sized enterprises, and applying technology to enhance global competitiveness.

SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable production and consumption patterns, thereby reducing pressure on natural resources, minimizing waste, and limiting environmental pollution. This goal emphasizes the importance of effective waste management, optimal use of resources, and promoting changes in consumer behavior at both individual and community levels, particularly through education and awareness.

SDG 13 – Climate Action calls for urgent measures to combat climate change and its adverse impacts by reducing greenhouse gas emissions, enhancing adaptive capacity, and raising public awareness. This goal goes beyond national-level policies and requires changes in individual and community behaviors in daily life, especially in areas directly linked to waste generation and management.

News, photos: UEH Green Campus Project, UEH Communications and Partnership Development Department

Voiceover: Thanh Kieu