Role of conspicuous value in luxury purchase intention
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 14 July 2020
Issue publication date: 8 March 2021
Abstract
Purpose
Generation Y consumers are the key drivers for luxury market growth in the future. Yet, very few studies have been performed to understand Gen Y consumers' luxury consumption behavior, mainly in context of emerging markets like India. The main objectives of this study are first, to develop a conceptual framework which integrates the role of key variables that influence Gen Y consumers' purchase intention for luxury goods. Second, to analyze the mediating effect of attitude and subjective norm on the relationship between conspicuous value and luxury purchase intention.
Design/methodology/approach
Data were collected through structured questionnaires from a sample of 215 Gen Y luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.
Findings
The findings revealed that attitude and subjective norm partially mediated the relationship between conspicuous value and luxury purchase intention. The findings also demonstrated that mediation effect significantly differs between consumers with low and high need for status as well as consumers with low and high need for uniqueness.
Originality/value
This is the first study performed to understand the mediating and moderating effect of various contextual variables (namely, attitude, subjective norm, uniqueness value and status value) on the association between conspicuous value and luxury purchase intention. This study will have important implications for both academicians and practitioners.
Keywords
Citation
Jain, S. (2021), "Role of conspicuous value in luxury purchase intention", Marketing Intelligence & Planning, Vol. 39 No. 2, pp. 169-185. https://doi.org/10.1108/MIP-03-2020-0102
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited