Sustainability Communication: Shrinking the “Sustainability Distance” Between Luxury Fashion Brands and Consumers in China

Luxury fashion companies are increasingly prioritising sustainability in response to growing consumer awareness of sustainability dilemma and demand for sustainable products. However, prior studies note a potential paradox due to ineffective sustainability communication. This chapter explores how luxury fashion companies covey sustainability information on their websites for Chinese consumers, by analysing design and content. Extracting data through qualitative content analysis, the study uncovers detailed insights into sustainability communication approaches. The findings enrich the understanding of sustainability communication in the luxury fashion industry within China, offering valuable insights for future research and practical implications.