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The purpose of this paper is to explore and examine the relative impact of product and channel attributes on luxury product shopping in the multi-channel environment.

A D-optimal discrete choice conjoint design was used. The data were analysed using a multinomial logit model and desirability indices.

Findings indicate that low price was the most important factor that influenced young consumers' preferences. After price, young luxury consumers placed a greater importance on channel attributes such as human-assisted service and virtual fitting rooms.

The sample consisted of young consumers in their 20s and 30s, who utilise both online and offline channels. Hence, the income level was relatively low. Also, the results cannot be generalised to all luxury consumers.

Providing preferable channel attributes is more crucial to young luxury fashion shoppers than focusing on improving product attributes, with the exception of price.

The paper proposes the optimal combination of key product and channel attributes that is most preferable to young luxury fashion consumers in the multi-channel environment.

The purpose of this paper is to compare and contrast the online and in-store shopping behavior towards luxury goods.

Two studies are presented. Study one is qualitative in nature. It uses a mixed method approach and explores why luxury consumers decide to purchase luxury products online or in-store. The second study is a quantitative one. It tests the hypotheses drawn from the first study and validates the qualitative results.

Online and in-store luxury shoppers are influenced by different motivational factors. Online luxury shoppers are price-conscious, prefer the online product availability and have a higher level of trust towards online customer reviews. In-store shoppers who are more averse to online risks find it very important to see the product personally before the purchase and value shopping experience and interactions. In addition, differences exist between the online shopping behaviors of regular and luxury shoppers.

It contributes to luxury consumption research and expands shopping motivation literature by investigating luxury buyer behavior in the online context.

Luxury retailers should pay attention to the newly emerging segment of online luxury consumers. Lack of trust prevents more luxury consumers from shopping on the internet and the trustworthiness of the sellers can help attract potential shoppers. Luxury retailers can cater to the needs of different types of luxury buyers.

This paper is the first exploratory, comparative study on luxury consumption in the online and physical store environments. It investigates the motivational factors that drive the shopping behavior of internet and in-store luxury shoppers.

This paper offers insights into the consumption motives and purchasing behaviour of that market segment in Taiwan against the background of increasing consumption of luxury fashion brands by young female consumers in Asian countries.

Analysis of data collected using face-to-face semi-structured interviews with 23 fashion-conscious females aged 18-32 years was completed and new empirical insights are offered.

The study found a high level of involvement in the world of luxury fashion retailing. Asian consumers devoured media commentary, drew inspiration from female celebrities and treated information-seeking and discussion of luxury fashion brands with friends as a serious and enjoyable pursuit. The social status conferred by expensive fashion wear motivated them to spend on luxury brands even if their discretionary income was limited. Potential guilt in so doing was assuaged by rationalising that the quality was good and the purchase would be long lasting. Marketers targeting this valuable segment should communicate appeals to an aspirational lifestyle in traditional and social media, effective at reaching young women.

The study reported in this paper contributes to the limited published research into the luxury-marketing sector in Asia by examining the buying behaviour of female Strawberry Generation consumers in Taiwan. It is the first to research and investigate the meanings attached to luxury by these individuals in the collectivist culture of Taiwan, as well as their motivations, and the factors influencing their purchase of luxury fashions. The study thus contributes with new knowledge to the buying of luxury fashion products by young female Taiwanese consumers, which may be extended to other collectivist cultures in Asia.

The digitalization process has been influential on the way marketing is conducted. However, luxury brands have not yet fully channeled the benefits of the integration of various touchpoints. The aim of this chapter is to provide insights into building a luxury fashion omnichannel strategy through the integration of online and offline consumer journeys, based on the emerging needs and lifestyles of different luxury consumer segments. Accordingly, exploratory research is designed to understand luxury consumer typologies and luxury fashion shopping journeys. In-depth interviews were conducted for data collection in Istanbul, with 16 participants. Grounded theory coding was used for analyzing the data. Findings revealed four-consumer typologies –Luxury Beginners, Nouveaux Riches, Conservatives, Established Luxury Consumers. Luxury fashion journey map covering three major steps – pre-purchase, purchase, and post-­purchase – was illustrated based on the usage of both digital and non-digital channels and agents through the journey with discussions to present consumer differences. The results of the study add to the current literature and provide an omnichannel roadmap for the practitioners.

Given an increasingly volatile and competitive fashion environment, the purpose of this paper is to qualitatively explore current consumer behaviour and psychological perspectives of luxury in women's undergarment fashion purchasing, with specific examination of whether this under‐investigated area of discrete or inconspicuous fashion appraisal is consistent with other luxury purchases.

The study employs an interesting methodological approach using multiple qualitative techniques including research interviews, group forums, and narrative capture, to investigate women's undergarment purchasing in a changing fashion environment in relation to the issues of branding, self‐image, perceived self‐image, motivational perspectives, and consumer behaviour, as identified by 119 female consumers aged between 18 and 60.

This study supports in part previous research that indicated consumer behaviour is determined by the congruency between the consumer's self‐image and the consumer's image of brands, although early research suggested this only applied to conspicuous products and social consumption. The current study confirms the self‐image link in the area of inconspicuous fashion, and strongly relates inconspicuous products consumed privately to self‐esteem and perceived sexy self.

The findings indicate that for intimate apparel marketing to be effective and credible, the marketed fashion items, and actions taken by designers, and retailers need to be consistent with the consumer's personal style, value perceptions, and self‐image.

This research examines several neglected areas in fashion and consumption research, and contributes to our understanding of key motivational elements important in the consumption of inconspicuous fashion, and the relationship of self‐image to inconspicuous consumption.

Drawing on goal framing theory, this study aims to investigate consumer values and perceived readiness to engage in secondhand luxury consumption, a form of pro-environmental behavior.

An integrative conceptual model is proposed based on goal- framing theory to gauge the role of various goals driving Gen Z’s secondhand luxury purchase. Cross-sectional data were collected from 246 Indian secondhand luxury shoppers and analyzed using structural equation modeling and PROCESS Macro.

Results demonstrated that both egoistic and altruistic value frames drive secondhand luxury purchase intention through attitude and subjective norms (SNs), respectively. Interestingly, attitude significantly leads to consumer perceived readiness, but readiness does not directly affect purchase intention. Further, risk perceptions moderate the effect of readiness and SNs.

Academic literature lacks empirical evidence on secondhand luxury as a form of pro-environmental behavior and Gen Z argued to be the most influential generation driving this market has not been investigated so far. Through an emerging economy context, this study contributes important implications for luxury brands entering the secondhand market, secondhand retailers and scholars about what motivates young consumers and drives purchase decisions while engaging with an otherwise stigmatized market.

The purpose of this paper is to explain how the role of marketing for luxury brands can be re-thought in order to ensure that such brands establish a strong connection between their luxury image and positive social and environmental values.

The findings are based upon qualitative empirical research which informed a new categorisation of consumer motivations, through the application of self-determination theory which shows how concerns for environmental and social sustainability can be integrated with individual psychological needs.

The findings provide a deep understanding of consumers of luxury-eco products which could be used by marketing practitioners to shape socially responsible purchasing decisions.

The research was designed for theory building, not theory-testing, so future research would be needed to study the efficacy of the recommended strategies for encouraging eco-luxury behaviour.

To increase the likelihood of practical applications, the authors follow the presentation of their findings with suggestions and examples for marketing to each of the consumer types identified by their research.

The findings of this research have implications of a global, environmental and social kind. The societal adoption of eco-luxury consumption is about educating consumer desire, shifting it from its current focus on personal satisfaction, to a higher level of personal and social flourishing.

The findings effectively support the claims of self-determination theory by demonstrating how and why consumer motivations differ and how an improved sense of well-being can be achieved through internalised levels of self-determination.

The purpose of this study is to investigate the impact of luxury buyers' awareness of a luxury brand's corporate social responsibility (CSR) activities together with its individual brand-related sustainable dimensions (in terms of economic, societal and environmental) and luxury values on purchase intention for luxury products and, as a result, highlight the potential implications of these relationships for the luxury industry.

A luxury purchase intention model, which assumes an impact from traditional luxury values and CSR, was indicated based on the authors' previous qualitative research and corresponding literature review. To validate the model by proving that the suggested relationships are statistically significant, (1,100) luxury customers over the age of 18 were approached, and (253) valid responses were entered and analyzed using SEM to confirm the indicated theoretical model's hypothesized causal relations.

The findings suggest a positive and significant relationship between buyers’ awareness of a specific luxury brand's CSR-related activities and their purchase intention; however, certain demographics and gender both moderate this relationship. The moderating role of general attitudes toward CSR and sustainability on this relationship was not confirmed. Furthermore, awareness of the brand's CSR positively mediates the relationship between both the societal/environmental and economic parts of the brand-related individual sustainable dimension and purchase intention.

The results of this study are based on actual purchases of branded luxury items and validate the authors' indicative model based on earlier qualitative research by claiming a significant relationship between the purchase intention for a brand and awareness of its CSR activities amongst luxury shoppers.

The present study aims to demonstrate that the volunteering licenses people to indulge in luxury purchase, and both heightened moral self-evaluation and reduced guilt mediate the effect of licensing on ratings of a luxury item by implementing three experimental studies. This study explained the moral licensing behavior using a passive goal guidance model: i.e., people license themselves to indulge when people perceive progress on one of their long-term goals.

In this paper, three experiments were used to test hypotheses.

The present paper is new in terms of three aspects. First, moral self-evaluation as a mediator is tested using a more stringent method in comparison to prior studies. Second, reduced guilt which had not yet been explicitly tested is established as a mediator. Third, the present study demonstrates that the passive goal guidance model as a valid theory in explaining the licensing behavior by showing that when people perceive progress in a long-term goal by helping others in need, they are more likely to engage in dysfunctional luxury brand purchases. Previous studies have used credentialing theory to explain this.

The present study established and confirmed that reduced guilt is a mediator in the licensing effect on the purchase of luxury items.