ABSTRACT
This chapter explores the relationship between luxury and authenticity. Luxury does not only create authenticity in the form of self-consistency. Since luxury can also be an expression of local culture, it can nurture a cultural-based authenticity. This authenticity preserves values and traditions in the territorial assets, fostering cultural sustainability. While on the one hand, it gives rise to innovative products born of local culture; on the other, it also helps preserve that culture over time by creating economic and cultural wealth. In short, it
produces collective well-being. This chapter aims to analyze how cultural-based authenticity is generated by embedding local cultural values. As this authenticity contributes to preserving specific cultural values, we also explore its relation to cultural sustainability. Methodologically, this research employs the study of an entrepreneurial case located in Italy and which is emblematic of the topic investigated.
