Luxury companies are facing a dilemma over green CSR communication. Consumers expect them to engage in pro-environmental practices, but at the same time they view luxury and sustainability as incompatible. Then, how can the brands communicate their efforts with consumers? This study investigates the effects of message objectivity (high vs. low) and appeals (environmental benefit vs. personal benefit) on the consumer's evaluation of a luxury brand. Findings showed that an environmental benefit-focused message led consumers to perceive the brand's CSR motive as public-serving, which eventually generated a positive company evaluation. Also, the message objectivity significantly moderated the relationship between the message appeal and company evaluation. This study contributes to broaden the understanding of consumer responses to the luxury brand's green CSR practice and provide empirical communication strategies for luxury brands' practitioners.