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This study tackles the issue of how consumers might perceive luxury products' sustainability‐focused communication. We compare consumers' reactions when luxury brands communicate their focus on either product sustainability or product excellence (i.e., a sustainability‐ vs. excellence‐focused communication strategy, respectively). We predict that consumers perceive the former as more atypical for a luxury brand, which renders the communication more effective at enhancing consumers' willingness to buy the brand's products. Across six experiments, we demonstrate that perceived atypicality mediates the effect of luxury product communication strategy on consumers' willingness to buy; that perceived atypicality increases willingness to buy by increasing consumers' perception about the uniqueness of the communication strategy; that the effect of perceived atypicality is stronger for consumers with a higher …