Consumption strategies and motivations of Chinese consumers: The case of UK sustainable luxury fashion

Abstract

Purpose

The purpose of this paper is to explore Chinese consumers’ motivations to purchase luxury fashion products in the UK and how far sustainability plays a role in the decision-making process, by extending the consumer typology of translators, exceptors, selectors. The authors further add an additional dimension to defining “luxury”.

Design/methodology/approach

An exploratory design utilising multiple qualitative research tools (semi-structured interviews, focus groups) provides the basis for this research. A grounded analysis was applied.

Findings

Findings map motivational drivers to purchasing luxury products and establish a fourth consumer type “indulgers”. Well-being further emerged as a key characteristic that defines “luxury”.

Research limitations/implications

The sample size is limited to Chinese consumers purchasing luxury fashion in the UK, and thus may not be generalised.

Practical implications

This research helps managers to understand the consumer types and underlying motivations of Chinese consumers purchasing luxury fashion in the UK. As one of the largest target groups, this research informs managers on how to further capitalise on this market.

Originality/value

This paper creates a new consumer typology that not only categorises consumers according to their consumption aspects, but further identifies their underlying motivations to do so.

Citation

Henninger, C.E., Alevizou, P.J., Tan, J., Huang, Q. and Ryding, D. (2017), "Consumption strategies and motivations of Chinese consumers: The case of UK sustainable luxury fashion", Journal of Fashion Marketing and Management, Vol. 21 No. 3, pp. 419-434. https://doi.org/10.1108/JFMM-05-2017-0046