ABSTRACT
This chapter sets up the foundations of Transformative Luxury Research (TLR) as a new framework to help luxury businesses transform their practices while embracing positive luxury and promoting well-being, social justice, eco-friendly practices, and sustainable growth. This introductory chapter addresses this need by advancing the theoretical and empirical understanding of TLR as a pertinent body of knowledge, as well as an emergent area, builds on a transformative research stream through which the author of this chapter, who is also the founder of the TLR research stream, explains the role of luxury production and consumption in producing personal and collective well-being outcomes. Thus, to embrace positive luxury for sustainable growth, luxury businesses should consider five critical areas—environment, shared prosperity, well-being outcomes, ethical operation practices, and peace—of TLR to transform their practices and thus play an active social role with different communities across countries.
