In her master’s thesis, Esin Karakas examines how art galleries in Berlin use sustainable practices to strengthen their brand identity and what influence this has on customers’ purchasing decisions. Through qualitative and quantitative analyses, the thesis shows that environmental awareness is becoming increasingly important in the art market and provides practical recommendations for sustainable brand management.
Esin Karakas, M.A.
The Brand Management of Art Galleries Through Environmentally Sustainable Practices and Their Influence on the Decision of the Customers
Prof. Dr. Lorenz Pöllmann (First supervisor), Lorena Zurilov, M.Sc. (Second supervisor)
In her master’s thesis, Esin Karakas examines how art galleries in Berlin integrate environmentally friendly practices into their brand strategy and what influence these measures have on customers’ purchasing behavior. The thesis is based on a comprehensive analysis of the current art market landscape, particularly in Berlin, and combines qualitative and quantitative methods to understand how sustainable practices influence brand perception and customer loyalty.
The research is composed of two empirical studies. In the first study, Karakas analyzed the social media presence and websites of the 20 leading Berlin art galleries to determine how they communicate their eco-friendly practices. It found that sustainable measures are communicated in a variety of ways, including the use of recyclable materials, energy-efficient lighting and the reduction of the carbon footprint when organizing exhibitions. However, it was found that the galleries’ communication strategies regarding sustainability vary in maturity and not all galleries are transparent about their efforts. One of the galleries surveyed emphasized: “Our clients are increasingly environmentally conscious and we recognize that sustainable practices are an important factor in long-term client retention.”
“Our customers are increasingly environmentally conscious, and we recognize that sustainable practices are an important factor for long-term customer loyalty.”
Interview partner of one of the galleries surveyed
The second study is based on a survey of art enthusiasts and shows that environmentally conscious customers are clearly responding to sustainable practices. 52% of respondents stated that environmental aspects are important to them when choosing a gallery. This illustrates that sustainability is not just a current trend, but a significant factor when deciding whether or not to buy artwork. Another important result of the survey was that the willingness of customers to recommend a gallery to others increases significantly if the gallery is actively committed to environmental aspects.
The work shows that art galleries that integrate sustainable practices into their brand communication can not only improve their reputation, but also strengthen their customer loyalty. Karakas emphasizes: “A clear positioning on sustainability can make the difference when it comes to increasing customer loyalty and attracting new buyers.” The results suggest that galleries that communicate their environmental initiatives transparently and authentically have a higher chance of being perceived as innovative and responsible players in the art market.
The author formulates several recommendations for galleries that want to strengthen their brand through sustainable practices. These include the need to establish sustainability as a core value of the brand identity and to consistently reflect this in all communication channels, including social media and the website. In addition, galleries should consider partnering with artists or other organizations that also take an environmentally conscious approach to increase their credibility.
“A clear positioning in terms of sustainability can make the difference when it comes to increasing customer loyalty and attracting new buyers.”
Esin Karakas
Overall, Esin Karakas’ master’s thesis shows that sustainable practices in the art market are not only a question of social responsibility, but also represent an effective tool for strengthening brand identity and differentiation from the competition.
