Do they care? An analysis of stakeholder perspectives on sustainability in luxury sailing yachts

Abstract

This paper presents a thorough investigation of the notion of sustainability within the specific market sector of luxury sailing yachts. The study explores the various ways in which this concept is perceived, evaluated and operationalised. It examines the relationship between environmental perceptions and attitudes, on the one hand, and the purchasing decisions of affluent consumers, on the other. To this end, the study draws on twenty qualitative interviews with industry experts, including yacht owners, users, and shipyard representatives in Germany. Despite many respondents self-identifying as nature lovers, environmental considerations frequently yield to comfort, performance, and status as motivating factors. The analysis reveals a clear discrepancy between attitudes and behaviour: despite possessing the financial means and a pronounced understanding of sustainability – at least beyond the sailing context – wealthy consumers scarcely consider sustainability when purchasing yachts. Moreover, the perceived additional costs of sustainable alternatives constitute a significant obstacle that could hinder acceptance of more environmentally friendly yacht features. Limited awareness of environmental impacts further enhances these barriers. This study thus sets out to explore the factors that might explain this somewhat contradictory consumer behaviour within the specific context of luxury yachting. These insights can also be extended to other luxury goods categories, highlighting the challenge of reconciling performance, status, and environmental responsibility in exclusive markets.