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Affordable luxury consumption: an emerging market's perspective

Shadma Shahid (Canadore College, Brampton, Canada)
Jamid Ul Islam (Department of Marketing, Prince Sultan University, Riyadh, Saudi Arabia)
Rahela Farooqi (Centre for Management Studies, Jamia Millia Islamia, New Delhi, India)
George Thomas (Department of Marketing, Prince Sultan University, Riyadh, Saudi Arabia)

International Journal of Emerging Markets

ISSN: 1746-8809

Article publication date: 3 May 2021

594

Abstract

Purpose

This study aims to focus on proposing and empirically validating a model that captures certain critical socio-psychological factors that nurture consumers' attitude towards affordable luxury brands in an emerging market context of India.

Design/methodology/approach

The data were collected via a cross-sectional questionnaire survey from 491 customers of different fashion accessory luxury products in India. The data were analyzed through structural equation modelling (SEM) using AMOS 23.0 SEM software.

Findings

The findings of this study reveal that conspicuousness, status consumption, brand name consciousness, need for uniqueness and hedonism positively affect consumer attitude towards affordable luxury, which consequently affects consumers' purchase intention. The findings further reveal that age acts as a moderator in driving consumers' neo-luxury consumption.

Originality/value

By uniting various socio-psychological factors with consumer attitude and purchase intention in a conceptual model, along with studying the moderating role of age, this study responds to the calls for further research regarding affordable luxury and offers a more granular understanding of specific consumer motivations that guide Indian consumers' affordable luxury consumption.

Keywords

Acknowledgements

Jamid Ul Islam and George Thomas would like to thank Prince Sultan University for their support.

Citation

Shahid, S., Islam, J.U., Farooqi, R. and Thomas, G. (2021), "Affordable luxury consumption: an emerging market's perspective", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-01-2021-0144

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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