Sustainable luxury marketing: A systematic review and agenda for future research

Christine Ye

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 4, 602-632

Abstract: Academic interest in sustainable luxury marketing has burgeoned in the past years. Despite the growing scholarly interest, there has been a lack of effort in reviewing the research on this topic. Through a literature review of 139 articles, this paper demonstrates the key distinct themes emerged out of the research streams and how this research stream has progressed. Earlier research revolved around understanding the paradoxical relationship between luxury and CSR, while later research has evolved into examining sustainable luxury in emerging contexts (e.g. secondhand luxury). Drawing on the Theory-Context-Characteristics-Methods (TCCM) framework, the paper also provides a comprehensive understanding of the common theories (e.g. TPB/TRA, theory of human values, signaling theory), contexts (i.e. industries and countries), characteristics (i.e. key variables and their relationships), and methods (i.e. research methods and analytical techniques) employed in this research domain. The paper concludes with implications and directions for future research.

Date: 2025
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DOI: 10.1080/21639159.2025.2539141

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