This research investigates the emotional consequences of consumers’ exposure to messages emphasizing luxury products that are unsustainable and whether and how such emotions lead to negative word-of-mouth. We propose that messages describing unsustainable versus sustainable luxury manufacturing methods elicit anticipated shame, whose effect on consumers’ negative word-of-mouth intentions depends on their individualistic versus collectivistic culture. Findings of one experimental study show that shame induced by messages about unsustainable luxury products increases (decreases) negative word-of-mouth for collectivistic (individualistic) people. This work contributes to research on luxury and sustainability by examining the role of negative emotions and consumers’ cultural orientation in shaping consumers’ approach to sustainable luxury and by investigating a previously unexplored negative emotion, such as shame.