Determinants of luxury fashion purchase behavior: an integration of theory of planned behavior and generational cohort theory

Abstract

Purpose Among younger generations, such as Gen Y and Gen Z, luxury fashion has become a tool for strengthening the identity and social standing of consumers. This study investigates the aspects that determine people’s purchasing behavior of luxury fashion among different generations by combining the theory of planned behavior (TPB) and generational cohort theory (GCT). Design/methodology/approach In total, 321 responses were received from luxury fashion consumers in Indonesia who completed a self-administered questionnaire. The hypotheses were validated utilizing partial least squares structural equation modeling (PLS-SEM) and multi-group analysis (MGA). Findings According to the results, attitude, subjective norms and perceived behavioral control obtain a beneficial influence on the inclinations to purchase luxury fashion. Furthermore, it was shown that purchase intention had a beneficial influence on the purchasing behavior of luxury fashion. The MGA results suggest that the determination of attitude, subjective norms and perceived behavioral control on intentions to purchase luxury fashion is influenced by generational cohorts (Gen Y versus Gen Z). Some cohorts do not mitigate the relationship between purchasing intention and purchase behavior. Originality/value Existing literature has applied various theories to explain luxury fashion purchasing behavior. However, to the best of our knowledge, this study is the first to investigate the determinants of luxury fashion purchasing behavior of Gen Y and Gen Z by integrating the TPB and GCT.

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