The Study On The Concept Of Sustainability For Chinese Luxury Consumers

It's been a few decades that there is a new problematic:the welfare of the planet and its inhabitants.In western countries,people are more and more conscious about sustainability.It is without a doubt that there is a growing concern of environmental and social issues as well as human beings.In consequence,a "sustainable development era"can be observed.The question of sustainable development is unavoidable today and concern all sectors of activities.And indeed,the luxury industry is also part of this matter.Described by traditional factors as a concept of rarity,quality,originality and sometimes magic,this sector is however often accused on its practices not in favor of the environment.In fact,this industry is in appearance at the opposite of the sustainable development.Sometimes considered as useless,sometimes ostentatious,and associated with waste,the marriage between these two notions seems almost impossible.Usually,luxury is associated with freedom of creation,beauty and pleasure,while sustainable development tends to be associated with a simple world and relatively austere.There is also a question about the usefulness of luxury,the most vivid critics are made about the uselessness because it seems that luxury is made to be wasted.With all these observationsit proves that this type of opposition between the two worlds is something which seems archaic.Looking more closely,we however realize that luxury is actually putting in a lot of efforts to sustainable development.Today the people who consume the most luxury products are the Chinese.After interviewingabout luxury,social responsibility and their consuming behaviors...etc.to twenty Chinese consumers of luxury products.The aim of the paper was to find out what are the dissonances between sustainability and the luxury industry for them.In other words,the objective was to investigate the opportunity for the development of "sustainable luxury" within the Chinese luxury market,by analyzing the distinct feature of Chinese high-end demand.We can see that this research will prove that there are three dimensions.First about the concept of luxury(quality,rationality,altruism),the environmental dimension(preservation of the resources)and finally the social dimension(equality,animal welfare).