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What types of sustainability storytelling effectively make consumers trust luxury brands‘ environmental commitments? Creating a sustainable packaging solution for luxury products for cartier
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This thesis investigates which formats and themes of sustainability storytelling effectively build consumer trust in luxury brands’ environmental commitments. Through qualitative interviews with 24 luxury consumers, it explores how storytelling influences perceptions of authenticity, emotional resonance, clarity, and coherence with brand identity. Findings reveal that authentic, transparent storytelling, particularly unscripted videos showcasing craftsmanship and detailed, data-supported narratives, enhances credibility and emotional connection. Themes emphasizing longevity, quality, and genuine innovation resonate most strongly, while vague or overly promotional
content undermines trust. The study highlights the critical importance of aligning sustainability communication with the brand’s heritage and core values to ensure coherence and consumer acceptance. These insights offer actionable guidance for luxury brands aiming to
integrate sustainability into their narratives credibly and effectively.
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Luxury brands Sustainability storytelling Consumer trust Authenticity Brand coherence CEMS MIM