Sustainable Luxury and Consumer Purchase Intention: A Systematic Literature Review

In the last decade, the relationship between sustainable luxury and consumer purchase intention has been gradually noticed by researchers. However, a systematic review of the literature on this topic has not been conducted. The purpose of this study was to collect literature and analyze the current state of research related to sustainable luxury and consumer purchase intention. Based on the Scopus and Web of Science database, this systematic review used a multistep process to ensure the traceability and reliability of the findings. A content analysis shows that sustainable luxury can be presented through four perspectives (raw materials, recycling and reproduction, social media and advertising (AD) strategies, and corporate social responsibility (CSR) and brand promise) in contrast with common luxury goods. In addition to consumer purchase intention, consumer attitude and word-of-mouth (WoM) advertisements were also evaluated as dependent variables. The relationship between the effect of sustainable luxury and consumer purchase intention is multifaceted, and five types of factors are summarized. The results of this review indicate that the related epistemology has been strongly advanced, and luxury brands should approach the topic of manufacturing and retail sustainability on a case-by-case basis and measure whether it translates into better purchasing behavior. The practical implications for luxury retail are discussed. Sustainable Luxury: Balancing Exclusivity and Responsibility in Influencing Consumer Purchase IntentionsWe reviewed key research in marketing communications to explore whether and how luxury brands, focusing on environmental protection and social responsibility, influence people's purchasing intentions. Our review indicates that research on the impact of sustainable luxury products and their relationship with consumer purchase intentions is rapidly growing. As an emerging field, current studies show that the paths and sources of influence are multifaceted. Luxury brands should approach the topic of manufacturing and retail sustainability on a case-by-case basis, measuring whether it translates into improved purchasing behavior. This is a key insight for luxury brands striving to balance exclusivity with sustainability. Essentially, our review highlights that luxury and responsibility can go hand-in-hand. The crucial point is how to demonstrate responsibility discreetly without it backfiring.