This systematic review presents a pioneering analysis of advanced technology applications in the luxury industry, proposing a structured framework for effective integration across various supply chain and consumer journey stages. The study ensured a refined and comprehensive literature review by employing unique keywords derived from a preliminary exploration of technologies in retail and marketing. Our framework categorizes technologies according to their supply chain roles and highlights their impact on consumer perceptions, preferences, and purchasing decisions. The findings reveal a growing trend of luxury brands adopting advanced technologies to enhance customer experiences, boost operational efficiency, foster sustainable practices, and reinforce market positioning. This research contributes to sustainable supply chain management and ethical consumerism in the luxury sector by aligning technological innovation with sustainability and core luxury values. It provides actionable insights for industry practitioners and identifies future research directions, marking this study as a first‐mover in advancing academic understanding and industry practice in luxury technology integration.

This chapter presents empirical research findings to explore the complex relationship between luxury and sustainability and its impact on consumer behavior. The study investigated whether consumers naturally associate sustainability with traditional motives to purchase luxury. It was conducted across diverse cultural backgrounds (i.e., UK and Kuwait) and luxury categories. The research revealed that consumers’ perception of luxury as sustainable (regardless of being labeled as sustainable) positively influences their perceptions of luxury quality and material aspects, thereby boosting their intention to purchase luxury items. However, an interesting finding emerged––while perceived sustainability enhances specific dimensions of luxury, it also diminishes others. It was observed to reduce consumers’ perceptions of pleasure, self-expression, traditional values typically associated with luxury goods, and various social values. These findings were consistent across cultural contexts. The research suggests that luxury brands can leverage this connection to advance their international branding strategies by aligning superior quality and durability with perceived sustainability. It also advises emphasizing the hedonic aspect of purchasing sustainable luxury to mitigate potential backlash from a perceived significant disconnect between sustainability and pleasure, providing practical guidance for luxury brand managers.