Luxury goods and service environments are inherently beautiful, refined, and aesthetically pleasing, qualities that closely align them with the concept of "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.