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The role of sustainable communication for personal luxury goods

Title: The role of sustainable communication for personal luxury goods

Bachelor Thesis , 64 Pages

Autor:in: Jakob Maas (Author)

Business economics - Trade and Distribution
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Summary Excerpt Details

To solve the question of what the role of sustainability is within the luxury goods segment, the first two chapters will give an understanding of luxury and sustainability. This understanding is needed for the later analyses. After the first two chapters, a combination between luxury and sustainability is presented by doing qualitative research and literature analysis.

Therefore, the acting of personal luxury companies nowadays and the perspective of luxury consumers is analyzed. Followed by a SWOT analysis in which strengths, weaknesses, opportunities, and threats of communicating sustainable values for personal luxury brands are combined. From the SWOT analysis, results have been derived, which can be an example for luxury companies.

In the next chapter, an expert interview was conducted to gain insights from the personal luxury industry. Finally, recommendations for action are presented. In the end a conclusion of the work and its results is given, as well as a thesis about the development in the future.

It's a highly explosive mix. On the one hand, it is becoming increasingly important that we protect our planet. The awareness that we need to adapt our behavior is growing among people. Especially, younger generations are more concerned with the sustainable development.

To influence consumer buying behavior, it is critical for luxury companies to understand why consumers buy luxury products and services and how their perceptions of luxury values influence them. Therefore, it is important to understand the sustainability values that consumers consider when purchasing a luxury item in order to communicate these (sustainability) values in the right dosage.

Excerpt


Inhaltsverzeichnis

  • Problem description (relevance, objective, and methods)
  • Luxury
    • Definition & development of luxury
    • Trends in the personal luxury category
    • Criticism in the personal luxury goods category
    • Personal luxury goods market
  • Sustainability
    • Definition of sustainability
    • Environmental sustainability
    • Social sustainability
    • Economic sustainability
    • Corporate Social Responsibility
  • Luxury and sustainability
    • Awareness of corporate sustainability
    • Analyzing the consumer's perspective
    • Perspectives differences on sustainability due to the age
    • Analyzing different cultures
    • Status quo of sustainable communication
  • SWOT
    • Strengths
    • Weaknesses
    • Opportunities
    • Threats
    • SWOT-Strategies
  • Expert Interview
    • Methodology
    • Interview 1
  • Recommendations for action

Zielsetzung und Themenschwerpunkte

Die vorliegende Bachelorarbeit untersucht die Rolle der nachhaltigen Kommunikation für persönliche Luxusgüter. Ziel ist es, die Relevanz von Nachhaltigkeitsaspekten im Luxusgütersektor zu analysieren und Empfehlungen für ein effektives Nachhaltigkeitsmarketing zu entwickeln.

  • Definition und Entwicklung von Luxus
  • Nachhaltigkeit in der Luxusgüterindustrie
  • Konsumentenwahrnehmung von Nachhaltigkeit im Luxusbereich
  • Strategien für nachhaltige Kommunikation im Luxusgütersektor
  • Empfehlungen für Unternehmen im Luxusgütersektor

Zusammenfassung der Kapitel

Die Arbeit beginnt mit einer Definition von Luxus und einer Analyse der Entwicklung des Luxusgütersektors. Anschließend werden die verschiedenen Facetten der Nachhaltigkeit, insbesondere im Kontext der Luxusgüterindustrie, betrachtet. Im weiteren Verlauf wird die Relevanz von nachhaltiger Kommunikation für Luxusmarken beleuchtet, wobei verschiedene Aspekte wie Konsumentenwahrnehmung, kulturelle Einflüsse und die Bedeutung von Corporate Social Responsibility behandelt werden.

Die Arbeit befasst sich auch mit einer SWOT-Analyse, die die Stärken, Schwächen, Chancen und Risiken für Luxusmarken im Kontext der Nachhaltigkeit aufzeigt. Es werden Handlungsempfehlungen für Unternehmen im Luxusgütersektor formuliert, die ihnen helfen sollen, nachhaltigere Geschäftspraktiken zu implementieren und ihre Kommunikation in Bezug auf Nachhaltigkeit zu optimieren.

Schlüsselwörter

Die Arbeit befasst sich mit den Themengebieten Luxusgüter, Nachhaltigkeit, Kommunikation, Corporate Social Responsibility, Konsumentenverhalten, Markenstrategie und Nachhaltigkeitsmarketing.

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Details

Title
The role of sustainable communication for personal luxury goods
Author
Jakob Maas (Author)
Pages
64
Catalog Number
V1278229
ISBN (PDF)
9783346780119
Language
German
Product Safety
GRIN Publishing GmbH
Quote paper
Jakob Maas (Author), The role of sustainable communication for personal luxury goods, Munich, GRIN Verlag, https://www.grin.com/document/1278229
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Excerpt from  64  pages
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