Unravelling the dynamics of luxury and sustainable fashion: A systematic review within the Gulf context

Luxury fashion is a major segment of the Gulf region’s economy, and sustainability is positioned as a strategic priority for luxury brands. This study aims to examine consumer perceptions of luxury fashion in the Gulf Cooperation Council (GCC) and to identify the key barriers and enablers shaping sustainability adoption in this context. Following PRISMA guidelines, a systematic review synthesized peer-reviewed and grey literature on sustainable luxury fashion in the region. Based on the synthesized evidence, a conceptual model comprising three analytically distinct pillars – policy and governance, market and operational integrity and cultural and consumer dynamics – is proposed to capture the dynamics of sustainable luxury fashion in the GCC. The cultural and consumer dynamics pillar was further interpreted through an integrated framework combining Veblenian conspicuous consumption, Bourdieusian distinction and Inglehart's post-materialist values, offering a theoretical explanation for the persistent intention–behaviour gap identified in the region. Findings reveal a persistent intention–behaviour gap, with luxury consumption remaining anchored in culturally embedded status and prestige rather than in environmental concern. This reflects a structural misalignment between sustainability narratives and the symbolic logic of luxury consumption in the region. This is compounded by limited consumer understanding of eco-fashion, low textile recycling rates and greenwashing risks from weak regulation. The review's original contribution is to reframe sustainable luxury in the GCC as a culturally and institutionally embedded construct rather than a purely environmental or western-derived concept. Accordingly, it recommends that stakeholders align sustainability messaging with local cultural values, strengthen regulatory and certification mechanisms and improve accessibility through pricing and infrastructure reform, enabling brands to reconcile luxury status with verifiable sustainability in the GCC.