Purpose

Shall luxury firms promote their sustainable development goals (SDGs)? What are the risks and the competitive advantages? Some answers from sustainability-oriented luxury buyers are provided.

Design/methodology/approach

Quantitative and qualitative analysis from an online survey of 315 luxury buyers in 28 countries.

Findings

Sustainability-oriented luxury buyers want branding strategies aligned with the SDGs and rank SDGs in order of importance for the luxury industry. However, they are unable to rank consistently most brands based on their sustainability efforts. The Stella McCartney brand is a clear exception to the general findings: sustainability-oriented luxury buyers rank Stella the most sustainable luxury brand by a vast margin, show willingness to purchase more from this brand, recommend it and are ready to pay a premium.

Research limitations/implications

The paper uses partial ranking of 20 luxury brands because in pretests, luxury buyers found it difficult to provide a complete ranking of the sustainability efforts of all the brands. Further research in more cultural or geographical contexts is needed.

Originality/value

The research empirically provides an example of a successful marketing strategy leveraging the SDGs to meet sustainability-oriented luxury buyers with targeted actions and messaging to gain competitive advantage.

中文翻译：

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营销可持续发展目标带来的竞争优势：一种奢侈的视角

目的

奢侈品公司是否应促进其可持续发展目标（SDG）？有哪些风险和竞争优势？提供了一些面向可持续发展的奢侈品买家的答案。

设计/方法/方法

通过对28个国家/地区的315名奢侈品购买者进行的在线调查进行定量和定性分析。

发现

以可持续发展为导向的奢侈品购买者希望品牌战略与可持续发展目标保持一致，并对可持续发展目标进行排名，以便对奢侈品行业发挥重要作用。但是，他们无法根据其可持续性努力对大多数品牌进行一致的排名。Stella McCartney品牌显然是以下发现的明显例外：面向可持续发展的奢侈品购买者将Stella评为最可持续的奢侈品品牌，显示出愿意从该品牌购买更多商品，推荐它并愿意支付溢价的意愿。

研究局限/意义

本文使用了20个奢侈品牌的部分排名，因为在预测试中，奢侈品购买者发现很难对所有品牌的可持续性工作进行完整排名。需要在更多的文化或地理环境中进行进一步的研究。

创意/价值

该研究从经验上提供了成功的营销策略示例，可利用可持续发展目标通过有针对性的行动和信息交流来吸引面向可持续发展的奢侈品买家，从而获得竞争优势。