Role of Emotions in Luxury Sustainability: A Review and Future Agenda

ABSTRACT Emotions have a significant role in making sustainable choices over moral obligations. Customers have limited cognitive resources to evaluate the unpredictability of the results of climate activities based on their buying decisions; thus, they rely more on emotional responses to make quick decisions for sustainability. Thus, the purpose of this study is to investigate how emotions play an integral role in making sustainable decisions when it comes to luxury brands. The authors conducted an in‐depth systematic literature review using the theories, context, characteristics, and methodology (TCCM) and antecedents, decisions and outcomes (ADO) frameworks on luxury literature in which emotions played a significant role in sustainable decision‐making. After screening, 55 publications were selected for an exhaustive quantitative synthesis of the 173 studies the authors originally presented. The study analysed the publication year, research topic, research methods, and country/ies involved in the literature on sustainable luxury. The study further outlines the role of emotions in the field of luxury sustainability as antecedents, mediators, moderators, and outcomes and emerging research areas.