Research Proposal on Aligning Luxury and Sustainability Practices

This research proposal explores the critical alignment of luxury brands with sustainability, examining the evolving consumer demand for ethical and environmentally responsible products. The proposal, framed within the context of practice theory, investigates how luxury brands are incorporating sustainable practices into their core strategies to meet consumer expectations and maintain market competitiveness. The research aims to identify the importance of sustainability in luxury brands, analyze how luxury brands are incorporating sustainable approaches, and assess the overall impact of sustainability on these brands. The methodology includes both quantitative and qualitative data analysis, utilizing primary and secondary data collection methods such as surveys and interviews with customers and executives. The study addresses the shift in consumer preferences towards sustainability, the challenges faced by luxury brands, and the potential for sustainable luxury to thrive in the market. The expected outcomes will contribute valuable insights into the integration of sustainability within the luxury sector and its impact on brand performance and consumer behavior.

Running head: PROPOSAL
Proposal
Name of the Student
Name of the University
Author Note

1PROPOSAL
Explaining my interest in the area
I must state the fact that even though there have been some global issues in relation
to business and environment but I believe, it is the time business should come ahead and
implement the real initiatives about environmental management. Even though there are
several research papers about the impact of sustainability on brand performance, but
sustainability should be aligned with the business’ core strategy. This means that
sustainability cannot treated as an additional approach but rather core emphasis should be on
the sustainability initiatives. I have read several journal articles and books and I found that
consumers across the globe have been raiding their voice for sustainability. As the business
corporations today are mostly the major the users of the natural resources, I believe it is
highly important for the brands to contribute or return back to environment. Thereby, I find
the interest in performing a study to learn how brands, especially the large brands today treat
their sustainability initiatives for the betterment of environment and even for the business.
Moreover, there are many studies on sustainability and brand but I hardly find a suitable
research which has centred on luxury and sustainability. In addition to this, my interest in
performing the proposed study on luxury and sustainability also lies in the fact that I would
like to enhance my skills and knowledge through statistical tools.
Describing any relevant research experience - for example, as part of a previous degree
I must state the fact that I did not have much experience about the research studies
because the proposed study is going to be my second research which I would personally
conduct but I recall I find that there was one more study which I have undertaken three years
back. I have performed a study on the impact of brand reputation on customer behaviour and
this study was a primary research where I had to use a quantitative data collection method. I
have the experience of performing survey. In the past study, I have experienced that in order

2PROPOSAL
to collect data, I first need to focus on what the research actually wants. For example, the
outcome should come from the external environment, it is important to perform a survey or
an interview to collect data. However, if the study is about exploring a more descriptive and
detailed view, it is important to include secondary data analysis. In my previous, study I have
performed a survey among 100 customers of a particular clothing brands. On the basis of
experience, I have to state that collecting data from a large population can be challenging at
times but selection of suitable sampling method would help to reduce the chaos.
 I did not have publish any academic research report, but I would like to work in the
research papers in coming future and I am keen to work in social and environmental
context to gain new insight about businesses need to be environment centric for future
sustainability. I believe all businesses should focus on or develop sustainability
initiatives as the mandatory ethical initiative.

3PROPOSAL
Topic- Aligning Luxury and Sustainability through practice theory
Introduction
The proposed research is based on the context of aligning luxury product items and
sustainability through practice theory. It is noted that luxury product items and sustainability
is a longstanding debatable context. There have been different perspectives in relation to
sustainability and luxury product items. In general luxury product items are conceived to be
lasting long with high durability and likewise, it is noted that consumers tend to hold a
greater level of reluctance from customer in embracing sustainability because customers
seemed to be laidback when it comes to recycling the products. As there are many
perspectives on the chosen context, it is necessary to learn how luxury products and
sustainability are managed together through practice theory. Thus, the major purpose of the
report is to understand the alignment of luxury consumption with sustainability in a way
which is in practice.
Background
When it comes to luxury consumption and sustainability, Kapferer and Michaut-
Denizeau (2014) mentioned that a successful and effective candidate can be looking at the
practice of luxury consumption, its evolution to learn the systematic arrangement of
meanings, know-how, etc. It is noted that the terms sustainability and luxury were considered
to be non-compatible or separate concepts. Scholars of previous studies agree to the fact that
luxury products did not require sustainable positioning to increase sales. Nonetheless, the
findings of Cone Global Consumer Survey state the fact that almost 91% of consumer across
the globe want the products or the brands that are ethically and socially responsible and this
fact indicate consumers today with high purchasing power paying more attention to
environment (Winston 2016). Thus, it can be mentioned that there is a great level of shift in

4PROPOSAL
the paradigm which indicates that luxury brands are running towards sustainability and
consequently, brands now focus on developing sustainable luxury items. Even though there
have been studies on sustainability and high quality brands, but hardly a study has been
performed on the context that luxury brands focus on developing sustainable brands to
remain competitive in the market.
Problem Statement
Even though there have been many brands that today are still rely on their brand name
and quality to increase sales and market share but as customers’ taste and rush towards
sustainability emerges, it is highly important to learn how brands are incorporating
sustainability in luxury items. Likewise, it is also important to learn how sustainability can be
used as an effective strategy for luxury brands.
Research aim and Objectives
The proposed research aims to identify and investigate how luxury brands deals with
the growing demands and awareness of sustainability. It secondarily investigates how
sustainability and luxury can be aligned. Following are the key objectives to meet the stated
purpose.
Research Objectives:
 To critically identify the importance of sustainability in luxury brands
 To analyse how luxury brands are incorporating sustainable approaches
 To investigate the overall impact of sustainability on the luxury brands
Research Questions
 What is the importance of sustainability in luxury brands?
 How luxury product items are aligned with sustainability in business?
Literature Review

5PROPOSAL
Luxury brands:
It is noted that there have been many changes in luxury products in the last two
decades which significantly resulted in the consumption globally. As put forward by Kapferer
and Michaut-Denizeau (2014), the growing pace of globalisation has significantly caused the
potential increase in availability of the product across the globe. Thus, it also increased the
spending power of individuals with each market which has potential customer base. In this
context Kapferer and Michaut (2015) mentioned that pattern of geographic markets becomes
different from the past. On the contrary, Beckham and Voyer (2014) mentioned that as
expanding global middle class especially in the emerging market has significantly supported
the growth in luxury sector and it is mostly projected to continuously the fuelling growth. As
per the data provided by the Euromonitor, Latin America, Middle East and Africa
experienced almost 9% of the luxury markets in 2008 and however, this figure significantly
jumped to 19% in 2013 and this is further projected to increase by 25% in the coming decade
(Guercini and Ranfagni 2013).
Sustainability and luxury market:
The importance of social and environmental sustainability grew particularly in the
luxury market and it can be also mentioned that the environmental dimension of the
sustainability has become the most significant element to consumers now days across the
globe. In this context, () mentioned that global climate change resolving into the related and
high profile issues.
Methodology
In order to identify and investigate how sustainability initiatives are incorporated into
luxury product items, the proposed study would be performed by implementing both
quantitative and qualitative data analysis. Quantitative data analysis is required in the study

6PROPOSAL
because when it comes to measuring the alignment between sustainability and luxury items, it
is important to learn to what extent luxury brands incorporate sustainability in business today.
Likewise, qualitative data analysis is required because qualitative analysis would give a
detailed and descriptive view about how the element and the luxury are connected.
Data collection method
Data for the proposed analysis would be collected by performing both primary and
secondary data collection method. Secondary data will be collected from books, journals,
blogs and other wide reading sources. On the contrary, primary data will be collected by
performing a survey and interview among the respective group of population.
Sampling method
Sampling method in the proposed study would help to shape the population which
would further help to collect data for analysis. There are two different kinds of sampling
methods such as probability and non-probability sampling method. However, in the proposed
study, random probably sampling method will be implemented to choose respondents from
the population.
For performing the survey, 50 global customers would be engaged in the data collection
process, while for performing the interview, 5 individual executives would be engaged in the
data collection.
Data Analysis
In order to analyse the data, first the collected data would be converted to meaningful
digits and numbers and then the data will be repressed with graph and tables. The data would
be analysed with statistical analysis tools like SPSS.

7PROPOSAL
References
Beckham, D. and Voyer, B.G., 2014. Can sustainability be luxurious? A mixed-method
investigation of implicit and explicit attitudes towards sustainable luxury consumption. ACR
North American Advances.
Guercini, S. and Ranfagni, S., 2013. Sustainability and luxury: the Italian case of a supply
chain based on native wools. The Journal of Corporate Citizenship, (52), p.76.
Kapferer, J.N. and Michaut-Denizeau, A., 2014. Is luxury compatible with sustainability?
Luxury consumers’ viewpoint. Journal of Brand Management, 21(1), pp.1-22.
Kapferer, J.N. and Michaut, A., 2015. Luxury and sustainability: a common future? The
match depends on how consumers define luxury. Luxury Research Journal, 1(1), pp.3-17.
Winston, A., 2016. Luxury brands can no longer ignore sustainability. Harvard Business
Review, 8.