Sustainable luxury marketing in jewelry : the customers’ perspective

Abstract

Sustainable luxury is an emerging concept that has gained traction in the industry. However, limited studies have explored the preferences of consumers towards sustainable luxury products. Therefore, the first objective of this research was to identify the sustainable luxury attributes that appeal to consumers, while the second objective was to segment these consumers based on their sustainability and luxury preferences. Data were collected from 354 consumers in Thailand and Taiwan. Preferences were determined using a choice-based conjoint analysis. K-means clustering was performed to identify six sustainable luxury consumer segments: customizers, perfectionists, legacy lovers, zero-waste warriors, transparency trackers, and green operators. This research is the first to shed light on the multiplicity of sustainable luxury consumers. It also indicated the role of sustainability information in decision-making. The diversity of sustainable luxury consumers and the degree of sustainability information in their minds found in this research could pave the way for future studies on this evolving topic. Moreover, jewelry companies can use the insights into multiple types of consumers to adopt sustainable luxury brand strategies to position themselves diversely.