Background: As sustainability is gaining traction and becoming a priority by consumers and an environmental and social necessity, which prompts companies and specifically luxury brands to keep pace with the ever changing times, CSR (Corporate Social Responsibility) has started to be implemented, which also translates into marketing efforts by luxury brands. However, when it comes to the effectiveness of CSR focused sustainability marketing, in concern with millennials, especially ones living in Sweden, which could be regarded as a key demographic considering their high purchasing power and the fact that fashion is a highly regarded topic in Swedish society, studies aren’t sufficient, therefore the subject is severely understudied.

Purpose: The purpose of the study is to explore CSR-focused sustainability marketing by luxury brands, and assess the perception of it by millennials living in Sweden, and how that influences their purchasing decisions.

Method: A qualitative method with an inductive approach via semi structured interviews, analysed through thematic analysis was conducted, with 22 interviews of participants from the millennial age group that live in Sweden and participants were selected based on their level of familiarity, as well as real life engagement with luxury fashion overall, as to be able to ensure that they could engage with the topic.

Conclusion: Marketing by luxury fashion brands can positively influence consumer behavior but only when it is genuine and transparent. Many participants in this study expressed concerns about greenwashing and a general lack of transparency, which made them hesitant to fully trust brands' sustainability claims. Despite this, there was strong support for real and meaningful sustainable actions. If brands take sustainability seriously and offer products that reflect ethical values, thoughtful design, high quality, and fair pricing, consumers are more likely to respond positively. This paper highlights several factors that shape how Swedish millennials perceive sustainability marketing. Using the Theory of Planned Behavior and consumer perception of CSR, the findings show that while these perceptions don’t discourage purchases, they also don’t strongly inspire them unless consumers truly believe in the brand’s efforts, and the brands take the lead and strive to do better.