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Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior

Sheetal Jain (Aligarh Muslim University, Aligarh, India)
Mohammed Naved Khan (Aligarh Muslim University, Aligarh, India)
Sita Mishra (Institute of Management Technology, Ghaziabad, India)

Journal of Asia Business Studies

ISSN: 1558-7894

Article publication date: 3 January 2017




Even though the Indian luxury market is predicted to grow as much as the Chinese one over the coming years, limited research has been conducted on luxury consumer behavior. The purpose of this study is to examine the purchasing behavior for luxury fashion goods using the framework of the theory of planned behavior.


A total of 257 respondents were included after distributing a structured questionnaire by surveying real luxury consumers in Delhi. Data were analyzed using structural equation modeling.


The results of the study indicated that subjective norm was the most important determinant of the purchasing intentions for luxury fashion goods, followed by attitude. Perceived behavioral control was not found to have a significant relationship with purchasing intentions, but it showed a strong positive relationship with actual purchasing behavior.


This study provides new theoretical insights regarding luxury consumer behavior in India. It explains the motivating factors behind purchasing intentions for luxury goods among Indian consumers. The findings of the study will provide great help to global luxury companies in formulating their penetration and expansion strategies in the Indian market.



Jain, S., Khan, M.N. and Mishra, S. (2017), "Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior", Journal of Asia Business Studies, Vol. 11 No. 1, pp. 4-21.



Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

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