International Research Journal of Commerce , Arts and Science
( Online- ISSN 2319 - 9202 ) New DOI : 10.32804/CASIRJ
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SUSTAINABLE LUXURY: A PARADOX IN GREEN MARKETING
2 Author(s): AVANTIKA SHARMA,ARVIND GUPTA
Vol - 16, Issue- 10 , Page(s) : 123 - 130 (2025 ) DOI : https://doi.org/10.32804/CASIRJ
Sustainable luxury refers to high-end goods and services marketed with environmental or social credentials. This concept has long been seen as paradoxical: luxury implies rarity, exclusivity, and often conspicuous consumption, while sustainability emphasizes environmental concern, ethics, and longevity. Recent literature shows a complex picture.