["Journal of Consumer Affairs, Volume 60, Issue 2, Summer 2026. ", "\nABSTRACT\nConsumer stress induced by online luxury market has become a threat to consumer well‐being. This research identifies key stress dimensions on online new and second‐hand luxury platforms by applying natural language processing (NLP) to consumer‐generated texts (Study 1). Although blockchain‐based Digital Product Passports (DPPs) are becoming more widely used, it is unclear whether DPPs will mitigate stress or inadvertently exacerbate it through technological complexity. Framing DPPs as a positive technology, this research examines how DPPs could mitigate the qualitatively identified stress dimensions. The research investigates the different impact of DPPs benefits between new and second‐hand platforms via a scenario‐based experiment (Study 2). Immutability reduces stress only on second‐hand platforms. Traceability has universal effects across both types. DPP benefits reduce hesitation and anticipated regret indirectly through stress reduction with platform‐specific patterns. Findings help managers and policymakers identify the specific types of stress and develop targeted DPPs strategies based on platform type.\n"]