4 Luxury Brands and Pro-environmental Behaviour through Commitment The (Un)Awareness Perspective
Nadezhda Lisichkova and Cecilia Lindh
4.1 Introduction
Luxury brands continue to be in demand and seem to have a universe of their own; regardless of crises and wars in the world we see prices rising and some premium brands have waiting lists for their buyers. Despite representing a somewhat small economic sector they embody quite visible and attractive industries (Kapferer & Michaut, 2015; Cabigiosu, 2020). The market for luxury goods is on the rise: various reports show a high current market value (more than $250 billion) with high accelerated growth expected to reach more than $400 billion by 2026 (Research and ...
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