What is it about?
This article looks at how people who buy luxury fashion products are becoming more aware of environmental issues and are starting to make more responsible choices. The authors reviewed existing academic research to understand how ideas like the circular economy (reusing, repairing, recycling, and extending the life of products) and sustainability are being applied in luxury fashion from a consumer point of view. They focused on studies published in top academic journals and analyzed how different circular practices (known as the “9Rs,” such as reduce, reuse, repair, and recycle) influence luxury fashion consumers. The review found that while there is growing interest in sustainability in luxury fashion, there is still limited research that truly focuses on consumer behavior. Many aspects of how luxury buyers think about and engage with circular practices remain underexplored. Overall, the paper organizes existing knowledge and suggests areas where more research is needed to better understand how sustainability and circular economy ideas fit into the luxury fashion world.
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Why is it important?
This research is important because luxury fashion has traditionally been associated with high consumption, exclusivity, and environmental impact. At the same time, the fashion industry is one of the most polluting industries globally. As consumers become more environmentally conscious, luxury brands are under increasing pressure to adopt sustainable and circular practices. However, without understanding how consumers actually perceive and respond to these changes, it is difficult for brands to design effective strategies. This study helps bridge that gap by summarizing what is currently known and pointing out where knowledge is still missing. It highlights the need for better education, communication, and theory-building around sustainability in luxury fashion. For brands, the research offers insights into how circular practices may influence consumer attitudes and purchasing decisions. For researchers and policymakers, it provides a roadmap for future studies that can support more sustainable industry practices. Ultimately, the paper contributes to making luxury fashion more responsible and environmentally friendly.
Perspectives
From a personal perspective, this manuscript reflects a changing mindset among luxury consumers. In the past, luxury fashion was often about owning more — more clothes, more collections, and more new items. Today, many people are starting to question the environmental cost of this lifestyle. The research highlights how luxury buyers are beginning to value quality, longevity, and responsibility alongside beauty and prestige. Practices like buying pre-owned luxury items, repairing high-end products, or choosing brands with strong sustainability commitments are becoming more common. What makes this study especially interesting is that it shows luxury does not have to conflict with sustainability. Instead, luxury fashion may actually be well suited to circular practices because high-quality products last longer and can be reused or resold. The manuscript encourages readers to rethink what luxury means in a modern world — not just elegance and status, but also care for the planet and future generations. Overall, it offers a hopeful view that even high-consumption industries can evolve toward more sustainable models when consumers, brands, and researchers work together.
Antonio Carrizo Moreira
Universidade Aberta
Read the Original
This page is a summary of: Circular Economy and Sustainability in Luxury Fashion Consumer Behavior: A Review and Research Agenda, International Journal of Consumer Studies, September 2024, Wiley,
DOI: 10.1111/ijcs.13089.
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