Luxury and Sustainability: A qualitative analysis of the perception of Generation Z on the CSR communication of luxury brands

This research analyzes the perception of Generation Z towards luxury brands’ communication campaigns promoting sustainable development. Using the qualitative method and through indepth interviews, this study aims to explore how Generation Z perceives the values that various luxury brands promote in their advertising. Previous research has shown that luxury and sustainability are opposites in consumer perception. This research attempts to bring nuance and complexity to the perception of sustainable luxury by conducting a thematic analysis, by exploring the feelings and values of the new generation of consumers. Specifically, the objective is to analyze their perception of CSR communication, with a focus on nine advertising campaigns published on Instagram and YouTube. These advertisements concern the LVMH group and the Kering group, as well as LOEWE, Guerlain and Stella Mc Cartney brands.