Can a Luxury Brand be Socially Responsible? Luxury Business and Corporate Social Responsibility – Areas of Coexistence

Background. One of the areas of business activity that has become not only a matter of voluntary choice in recent times, but more and more often a necessity is CSR. This area is very little recognised and explored in the context of luxury goods. It is obvious that the prosperity of this market gives its participants great opportunities for actions in the area of CSR. However, it is important to consider and examine whether this behaviour is desirable from the perspective of both consumers and other stakeholders of the brand.