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Mohamed Akli Achabou (Research Professor in Strategy at IPAG Business School ) & Sihem Dekhili (Professor of Marketing at the University of Strasbourg – EM business school) will lecture about the paradox between luxury and sustainable development.Although a real “era of sustainable development” seems to prevail in Western societies, not all categories of products / services are necessarily concerned. This is particularly the case of the luxury sector, whose universe seems remote from that of sustainable development. Our various studies show that engaging in an eco-responsible approach does not allow luxury companies to promote their offers in the eyes of consumers, and may even pose a risk to the perception that they may have of the quality of their products. ecological luxury. In this sense, examining the sources of dissonance between luxury and sustainable development is an interesting avenue to explore. The results of our research on the subject make it possible to group them around three aspects: the dimensions of the concept (sharing, quality, rationality, altruism), the environmental aspect (preservation of the resources), and the social aspect (social equality, justice in the level of employment, animal welfare). Our results also make it possible to specify the ways of reducing dissonance adopted by consumers, and then to propose recommendations to companies.
Chaire Economie du Climat
Palais Brongniart, 28 Place de la bourse – 75 002 Paris
FLM- Salle du Séminaire – 4è étage (12.30 pm – 2 pm)