Luxury consumption amidst the COVID-19 pandemic

Abstract

Purpose

This study investigates shifts in luxury consumers' perceptions regarding luxury consumption, subsequent changes in the meaning of luxury and antecedents of luxury observed amidst the COVID-19 pandemic.

Design/methodology/approach

Overall, 145, one-to-one qualitative interviews were conducted online with luxury consumers and the data acquired was analysed using NVivo.

Findings

Phygital connectedness and access-based consumption are the future of luxury for luxury consumers' well-being, social connectedness, living experience and rational and thoughtful luxury consumption. Moreover, distinct luxury symbols (e.g. conciseness towards societal connotation of luxury goods and consumption, empathy, wisdom and maturity) and transformation expectations (for the self, others in society and luxury brands) govern luxury consumption behaviour.

Research limitations/implications

The meaning of luxury amidst the pandemic is explained along a continuum, from luxury transforming consumers' inner selves to influencing other consumers' lives to transforming society.

Practical implications

Luxury professionals should include phygital experience, sustainability, social–cultural sensitivity, empathy, symbolism, mindfulness and thoughtfulness in marketing strategies.

Originality/value

New perspectives have enriched the realm of luxury.

Citation

Kumar, P. (2023), "Luxury consumption amidst the COVID-19 pandemic", Marketing Intelligence & Planning, Vol. 41 No. 1, pp. 62-82. https://doi.org/10.1108/MIP-02-2022-0081