Creative Sustainability Strategies from a Circularity Perspective. An Analysis of the Companies Included in the STOXX Europe Luxury 10 Index

Concern for the natural environment has become a strategic priority in the luxury industry, driven by increasing pressure from stakeholders and consumers. Although the specialized literature presents numerous studies on how luxury companies understand sustainability, it also suggests the need for a rigorous analysis of the creative sustainability strategies they have implemented to date. This study examines the sustainability strategies employed by luxury companies listed in the STOXX Europe Luxury 10 index. To this end, we conducted a Qualitative Comparative Analysis (QCA) based on the companies’ publicly available sustainability reports. The results indicate the presence of both common elements and notable differences in the approaches to sustainability and the strategies implemented. Consequently, this paper contributes to advancement of theoretical knowledge by providing a clearer understanding of how luxury companies succeed in being creative and comply with the sustainability perspective.