With the rapid development of emerging technologies and social environments, consumers’ needs, motivations, and behaviors are changing fast within the context of the luxury industry at a global level. Although a substantial of studies have focused on either consumer motivation or the field of luxury, a comprehensive analysis of extant literature synthesizing consumer motivation towards luxury is lacking. This paper filled this gap through a systematic literature review approach. A total of 93 articles were identified and categorized in terms of research characteristics and analysis details. Four core themes were recognized, exploring (1) general consumer motivation, (2) motivation of different consumer groups, (3) motivation in different luxury product or service categories, and (4) brand strategy and brand-consumer relationship. A holistic framework was developed with these themes to understand current research of consumer motivation within the context of luxury. Advice on future research agenda is provided.