Climate change risks, sustainability and luxury branding: Friend or a foe

Most existing research on climate change, sustainability, and branding focuses only on consumers and fails to explain these from the perspective of business-to-business buyers. This paper addresses the integration of sustainability and luxury B2B markets, examining whether sustainable materials can be considered a source of luxury and if the perception of the climate change risk will affect that attribution. To address these questions, we develop a conceptual framework identifying the key drivers of B2B buyer acceptance of luxury brands using sustainable materials. These drivers are categorized as brand-related, product-related, market-related, consumer-related, and country-related factors, alongside climate change risk as a key moderator. Additionally, the framework examines moderating factors, such as the price of the product, level of involvement, and other potential influences. Integrating academic research with managerial insights, this paper contributes to the growing body of literature on climate change, sustainability, and B2B marketing, offering a comprehensive understanding of the complex dynamics between sustainability and luxury branding in B2B contexts.