How can storytelling with sustainability claims benefits the luxury industry?

Abstract

In today's market, consumers are increasingly attracted to brands that prioritize sustainability. This thesis delves into the powerful interplay of storytelling and sustainability in the luxury industry, a sector known for its opulence and exclusivity. As luxury leaders like LVMH take the forefront by integrating genuine sustainability claims into their narratives, this study examines how such strategies can reshape consumer purchase intentions and brand perception. In a meticulously designed experiment, participants were exposed to two types of luxury advertisements: one based on a traditional storytelling approach, the other reinforced with sustainability dimensions. This innovative approach aimed to discover how sustainability influences consumer purchase intentions and brand image, offering a new perspective on luxury marketing. This thesis offers an inspiring look at how luxury brands can captivate modern consumers by integrating sustainability into their stories. Marketers and industry leaders will find valuable insights on how to leverage this strategy to gain stronger consumer buy-in and build a more favorable, future-minded brand image.