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

Based on the literature and secondary data, the present study aims to analyse what and how major high-luxury coffee brands communicate online, paying particular attention to sustainability. Analysing the content offered by different brands on websites, which are the primary tool for today’s communication, a comparative framework among different high-luxury coffee brands is developed to understand the similarities and differences in luxury and sustainability communication choices. This chapter has the following structure: After a short introduction, a theoretical framework goes over the luxury concept and context, the role of sustainability in new luxury communication and luxury in food and beverage. The section on high-luxury coffee proposes the definition and main concept dimensions about high-luxury coffee. Further, a comparative analysis of high-luxury coffee brands on sustainability communication is presented with a related discussion. The conclusions wrap up this study.