Article2015

Luxury fashion consumption and Generation Y consumers

Sarah Marie Giovannini · Yingjiao Xu · Jane Boyd Thomas

220 citations0/0 files storedJournal of Fashion Marketing and Management

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Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies Consumer Perception and Purchasing Behavior

Abstract

Purpose – The purpose of this paper is to investigate Generation Y consumers’ luxury fashion consumption. Generation Y is becoming a very important segment for the luxury market in the USA. Specifically, this study is designed to investigate Generation Y consumers’ consumption of luxury fashion products from the following perspectives: the influence of self-related personality traits on their brand consciousness; and the influence of brand consciousness on consumption behaviours in terms of consumption motivations, purchase intention, and brand loyalty. Design/methodology/approach – A conceptual model was developed to represent the proposed relationships among the related variables. An online survey was conducted and 305 valid surveys were collected. The proposed hypotheses were tested using structural equation modelling (SEM) analyses. Findings – From the perspective of self-concept, this research shed some light on the luxury fashion consumption behaviour of Generation Y consumers. Public self-consciousness and self-esteem were both found having significant influence on Generation Y consumers’ brand consciousness and in turn their luxury consumption motivations and brand loyalty. Research limitations/implications – Limitations for this study mainly come from the representativeness of the sample, which was recruited from a panel of a third party research group. Implications for luxury fashion brand managers and retailers focus on strategies that influence the social and self-motivation for luxury consumption and level of brand consciousness. Originality/value – This research is unique because it focuses on luxury fashion consumption of Generation Y consumers, an emerging segment in the luxury market. Generation Y consumers’ behaviour towards luxury fashion was examined in terms of their self-related personality traits, brand consciousness, motivation, and brand loyalty.

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References

1988Possessions and the Extended Self 1997Dimensions of Brand Personality 1997Dimensions of Brand Personality 1975Public and private self-consciousness: Assessment and theory.1982Self-Concept in Consumer Behavior: A Critical Review 1972A theory of objective self awareness 1995Self-esteem as an interpersonal monitor: The sociometer hypothesis.1995Normative Influences on Impulsive Buying Behavior

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2019Online second-hand shopping motivation – Conceptualization, scale development, and validation 2017What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain 2020Assessing the moderating effect of subjective norm on luxury purchase intention: a study of Gen Y consumers in India 2020Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands 2017Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis

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