Can technology-driven sustainability and CSR enhance consumers' happiness and well-being?

Purpose Sustainability in the luxury sector has shifted from concept to necessity, yet consumer responses to sustainable initiatives, particularly through technology-led sustainability and corporate social responsibility (CSR), remain underexplored. Building on the cognitive appraisal theory, this study addresses this gap by examining how luxury firms' sustainability initiatives impact consumer-level brand happiness (BH) and well-being. Design/methodology/approach The primary data were collected from 454 UK and USA respondents, with the analysis done following the structural equation modelling and multi-group analysis (MGA). Findings The research finds that technology-driven sustainability initiatives and CSR actions by luxury brands positively influence brand attitudes, which in turn enhance BH and perceived well-being. The MGA indicates that consumers, regardless of gender, demonstrate a heightened concern for luxury brands' sustainable practices. Practical implications Drawing on this study's insights, luxury brands should strategically highlight their technologies as central to sustainability efforts, while marketers should develop authentic narratives to communicate CSR, enhancing BH and perceived well-being. Originality/value Theoretically, this pioneering study underscores the pivotal role of advanced technologies as brand-level sustainable initiatives and introduces BH into the sustainable luxury discourse.