Purpose: The luxury industry is undergoing rapid changes owing to emerging technologies and social environments. This has resulted in changes in consumer perceptions, motivations, and behaviors. Thus, this study aims to understand the current advances related to consumer motivations towards luxury to advance the latest consumer profiles and behavior models in such a complex and rapidly changing context. Design/methodology/approach: The Scopus database was thoroughly searched for academic journal articles published in English related to consumer motivation for luxury products. A total of 141 articles were initially collected, and the abstracts of all articles were manually reviewed to verify their relevance. Irrelevant, incomplete, or duplicate articles were excluded, resulting in 119 articles for further analysis and synthesis. Findings: Four major themes based on research characteristics and analysis details were explored: (1) general consumer motivation, (2) motivation of different consumer groups, (3) motivation in different luxury product or service categories, and (4) brand strategy and the brandconsumer relationship. A holistic framework is proposed based on these themes to better understand consumer motivation in the luxury industry. Originality: Despite several studies on consumer motivation in the luxury industry, no comprehensive analysis has synthesized the two. This study aims to address this gap by conducting a systematic literature review.