Sustainability preferences of luxury consumers: Is all that glitters green?

The topic of sustainability is becoming increasingly important in both business and academia. While extensive research exists on this topic in the general consumer segment, research in the luxury segment is still scarce. Furthermore, the academic landscape for the luxury segment paints a contradictory picture of the preferences of luxury consumers and their willingness to pay for sustainability. This study gives a detailed overview of the current state of research on luxury consumers’ attitudes towards sustainability. In interviews with affluent German respondents, we investigate the contradictions identified, while the exploratory nature of the interviews also generates thematic discoveries. The results show that sustainability is not a primary factor in the purchasing decisions of luxury consumers and that these consumers are not willing to pay a premium for the sustainability of luxury products. Despite the efforts of luxury brands to communicate sustainability, respondents showed no significant interest in these messages. The study shows a discrepancy between attitudes and behaviour, while consumers recognise the (socially induced) importance of sustainability, they are not willing to pay for it. By working with real luxury consumers, this research not only offers new insights and perspectives but also makes an important contribution to our general understanding of sustainable consumption in the luxury segment. The study is exploratory in nature and is based on 30 very affluent German individuals who were interviewed in-depth. This means that the results are not representative or generalisable but rather give an initial understanding that can be deepened later through further research.