High-Luxury Coffee Brands: A Comparative Analysis of Digital Communication on Luxury and Sustainability Dimensions

Patrizia Luca () and Marco Bellotto ()
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Patrizia Luca: University of Trieste
Marco Bellotto: University of Trieste

Chapter 18 in Digital Transformation for Fashion and Luxury Brands, 2024, pp 383-405 from Springer

Abstract: Abstract In different sectors, such as coffee, luxury consumption is growing worldwide. More common is affordable luxury coffee, but some products and brands can be considered high-luxury coffee. Which luxury dimensions do brands communicate? What about sustainable issues for high-coffee luxury communication? Indeed, sustainability is a crucial perspective for creating corporate value and reputation, most of all for new younger luxury consumers. However, more is needed to implement sustainability choices because it is necessary for stakeholders to perceive those choices as such. The role of digital communication has become essential. Focusing on the high-luxury coffee world, which is not well explored in the literature, this qualitative study aims to analyse how major high-luxury coffee brands communicate luxury and sustainability values. As a result, a comparative framework among different high-luxury coffees is proposed to understand the similarities and differences in sustainability communication dimensions.

Keywords: Luxury; High-luxury; Coffee; Digital communication; Sustainability (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-35589-9_18

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DOI: 10.1007/978-3-031-35589-9_18

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