Abstract: As luxury market gains popularity, it becomes critical to understand factors that influence consumers to purchase luxury fashion brands. It is even more important to understand what motivates young college consumers who are the market for tomorrow. Additionally, luxury brands consumption is linked to the state of mind of an individual understanding how affected by the consumer’s values and attitudes. Consumers use the luxury brands as an expression of the self. Young Americans are mainly hedonistic shoppers who seek pleasures and the latest trends. Therefore, the purpose of this study was to examine the influence of consumption values and self-esteem among generation Z college students’ attitudes and intention to purchase luxury fashion brands. A convenience sample of college students was randomly sampled for the study. Data was gathered using scales that were adopted and modified to answer the research questions. Results showed that consumers with high consumption values such as quality value and social values have a positive attitude towards luxury brands supporting previous research. Furthermore, consumers with high self-esteem had less intention to purchase these luxury brands. Additionally, the results have implications for luxury brand managers and marketers to effectively plan and design market segmentation for these consumers given that they are the future consumers.
Keywords: self-esteem, attitude, consumption values, purchase intention, luxury brands, Gen Z.
Title: Do Self-esteem and Consumption Values influence attitude and intention to purchase Luxury Fashion Brands among Generation Z?
Author: Jane Opiri
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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