Luxury goods and service environments are inherently beautiful, refined, and aesthetically pleasing, qualities that closely align them with the concept of "e;art”. Yet specific aesthetic attributes can shape or undermine responsible consumer choices.Drawing on relevant literature, enriched by insightful case studies and empirical research, the book introduces a novel conceptualization of sustainable luxury consumption, integrating individual motivations and aesthetic characteristics to better understand the psychological and physiological consumers’ response.Insightful reading for early-career and experienced academic scholars interested in luxury and sustainability, this book also offers valuable managerial insights for luxury brand leaders seeking to navigate the sustainable transition more effectively.