The current study adds to the literature on the indirect and direct effect of sustainability in luxury services purchase intention. The agenda of researchers and professionals in the luxury industry is constantly changing, and not consensual in the literature, but sustainability has been playing an important role in society. Luxury services have also followed this trend, although studies are still quite limited. The aim of this study is to understand the role of sustainability in a luxury service in purchasing decision-making. The authors employed a quantitative method approach, conducting an online survey with 734 respondents, mainly in Europe, Brazil, and North America. The analysis of empirical research reveals that the bigger the consideration a luxury service has for sustainability, the greater the purchase intention of the consumer. The results confirm the role of hedonism, perceived value, high quality, status-gratification, social image, and perceived self-expression in the purchase intention decision, leading to an indirect and direct influence on the purchase intention. Furthermore, the findings demonstrate that sustainable consumption behaviour plays a mediating role in the decision-making when purchasing a luxury service. The study results provide practical guidance for service managers considering sustainability. Practical implications for driving the growth of sustainable consumption behaviour conclude this article.