Redefining luxury in the era of sustainability: a systematic review and qualitative investigation into sustainable luxury marketing

This study aims to synthesize existing knowledge related to the integration of sustainability in luxury marketing and to validate and enrich it through a qualitative investigation. The first part of the study is a systematic literature review of peer-reviewed articles conducted using the PRISMA framework and a bibliometric mapping of research patterns with VOS viewer. In the second stage, the study incorporates a qualitative component based on in-depth interviews analysed through Braun and Clarke’s thematic analysis, allowing triangulation of the literature-derived insights with consumer-level meanings and lived experiences of sustainable luxury. The review of literature and the qualitative study reveal five interlinked themes that structure the research domain and contemporary consumer discourse: (1) Consumers’ personal perception of luxury, (2) Sustainability and ethical practices, (3) Branding preferences and storytelling, (4) Craftsmanship value, and (5) Digital and social influence. The study concludes by outlining future research directions for scholars seeking to research in this evolving field and practical insights for managers looking to operationalise sustainability within the domain of luxury marketing.