Key Determinants of Luxury Marketing Accordant with Sustainability-Oriented Value Perspectives


Creative Commons License

Kelleci A.

Sustainability (Switzerland), vol.14, no.10, 2022 (SCI-Expanded) identifier

  • Publication Type: Article / Article
  • Volume: 14 Issue: 10
  • Publication Date: 2022
  • Doi Number: 10.3390/su14105916
  • Journal Name: Sustainability (Switzerland)
  • Journal Indexes: Science Citation Index Expanded (SCI-EXPANDED), Social Sciences Citation Index (SSCI), Scopus, Aerospace Database, CAB Abstracts, Communication Abstracts, Food Science & Technology Abstracts, Geobase, INSPEC, Metadex, Veterinary Science Database, Directory of Open Access Journals, Civil Engineering Abstracts
  • Keywords: luxury branding, sustainability marketing, sustainability-oriented luxury, sustainable luxury
  • Istanbul Gelisim University Affiliated: Yes

Abstract

© 2022 by the author. Licensee MDPI, Basel, Switzerland.Thus far, Luxury as Usual has rested on conventual forms of value, such as rarity, excellence, and uniqueness. Nevertheless, today, luxury value perceptions have been changing dramatically, with the emergence of new luxury consumption patterns as well as sustainability-oriented value perspectives. The overarching aim of the current study is to guide tradition-bound luxury brands in attaining competitive advantage by tapping into the key determinants of sustainable luxury. In tackling the key determinants, the paper aspires to provide a theoretical lens by building on the “Four-Stage Model of Value Creation for Sustainability-Oriented Marketing”. This paper also offers a roadmap for luxury brands in transforming their traditional-oriented marketing strategies by providing a “4 × 6 Matrix for the Key Determinants of Sustainable Luxury”, which codifies and systematizes sustainability-oriented luxury marketing.