The Interplay of Tech‐Driven Sustainability, Consumer Wisdom, and Emotions in Luxury Consumption

ABSTRACT Despite the environmental benefits of advanced technologies, existing literature offers limited insights into how luxury firms' tech‐driven sustainable initiatives shape consumer behaviors, particularly through emotional pathways. Addressing this, the present study draws on the Cognitive Appraisal Theory to explore the role of consumer wisdom, technology‐as‐solution belief, and technology‐driven perceived brand sustainability (TPBS) in enhancing consumers' perceived brand happiness and social‐environmental well‐being that together trigger purchase intentions. Based on a scenario‐based survey with respondents from the USA and UK, invited via Prolific, the findings reveal that technology‐as‐solution belief positively impacts TPBS. Emotional stimulations in response to a stimulus (TPBS) fully mediate the relationship between TPBS and purchase intentions. This study pioneers exploring consumer wisdom's role as a catalyst in shaping consumer emotional and behavioral responses to luxury firms' TPBS. The study concludes by discussing the academic contributions and practical implications of these critical findings, followed by limitations of the current investigation.