The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands

Eastman, Jacqueline K.; Shin, Hyunju; Ruhland, Kristen

doi:10.1002/mar.21280

Cited by 48 publications

(52 citation statements)

References 71 publications

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“…This generation expressed that they encountered luxury products in their daily lives mostly by social media advertisements, TV, magazine, Fashion, Instagram, Instagram shares of social media influencers, YouTube advertising and shopping malls. This result is similar to the findings of Eastman & Shin (2020). According to the study, social media, peers and family play a critical role in affecting the luxury consumption of university student consumers.…”

Section: Another Question Was "For Low and Middle Income Generation Zsupporting

confidence: 88%

Luxury Perception of Low and Middle Income Generation Z and Their Luxury Consumption Motivations

Aksu

2020

Ijosper

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Purpose: This study examined Generation Z with low and moderate income levels in terms of their perception of luxury, knowledge of luxurious products and motivation of consuming luxurious products. Design/methodology/approach: The research was conducted in two stages: in-depth interviews and structured observations. Structured observations were carried out on 37 teenage participants at the ages of 17-21 (25 female and 12 male consumers). The data were collected between July and August 2020 in Turkey. Findings: According to the results of the study, this generation’s perception of luxury is divided into three categories based on concept, service and product. Females perceive luxury as flamboyance, wealth and ability to get whatever is desired, while males consider the same concept as comfort, brand quality and products that are hard to get. The participants’ knowledge of luxurious brands generally covers inaccessible brands such as Rolex, Ferrari and Christian Dior and new luxurious brands Nike, Puma and Polo. Among the participants, 54.1% planned to buy luxurious products in the future. The main factors that drive them to buy luxurious products in the future were as follows: quality of product, comfort of product, durability of product, beauty of product, elegance of product, conspicuous consumption, self fulfilment, feeling good, power of desire, having social status and improvement in economic situation. The products they consider as luxurious and plan to buy included luxurious cars, houses, clothes, jewelry and travels. Research limitations/implications: The limitation of the study is that it was a convenient sample. Therefore, the findings cannot be generalized. Practical implications: Luxury product/service providers can market new luxury products/services that are more affordable to low and middle-income Generation Z. Originality/value: Studies conducted in regard to the concept of luxury consumption and consumer perceptions have been mostly performed with participants with high income levels. This study tries to fill the gap in the literature by investigating the low and middle-income Generation Z. The main objective of this study was to examine the luxury-related attitudes and perceptions of Generation Z members who have been raised in families that have low and moderate income level, and their intentions of purchasing luxurious products/services.

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Section: Another Question Was "For Low and Middle Income Generation Zsupporting

confidence: 88%

Luxury Perception of Low and Middle Income Generation Z and Their Luxury Consumption Motivations

Aksu

2020

Ijosper

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“…Although scholars have not reached an agreement on the definition of luxury, in general they agree consumers purchase luxury brands mainly for their conspicuousness and prestige values (Wiedmann et al, 2009). This is robust across different cultures (Hennigs et al, 2012) and also evident on young people (Eastman et al, 2020). Kim (2015) further suggests luxury experiential consumption is mainly driven by consumers' desire for exclusivity.…”

Section: Conceptual Background and Hypothesis Developmentmentioning

confidence: 84%

Corporate social responsibility in the luxury sector: The role of moral foundations

Hang

Rodrigo

Ghaffari

2021

Psychology and Marketing

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The academic literature on whether consumers respond positively toward corporate social responsibility (hereafter CSR) initiatives in the luxury sector is limited and contradictory. Our research contributes to this on‐going debate by exploring the role of CSR moral foundations. By differentiating individualizing moral foundations (e.g., justice) from binding moral foundations (e.g., loyalty), our three experiments jointly suggest consumers respond more positive toward CSR guided by binding (vs. individualizing) foundations. Our results further suggest perceptions of intrinsic CSR motives mediate the impact of CSR moral foundations on consumer attitude. However, this mediation is moderated by the nature of tourism destination, more evident in a nature‐based (vs. urban) destination. Taken together, our research suggests the luxury sector needs to focus on binding foundations rather than individualizing foundations to create a win‐win situation.

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“…Sustainable products, such as luxury products, are often priced at a premium (Groening et al, 2018;Tascioglu et al, 2017). However, sustainability efforts signal something other than the quality, style, history and hedonic qualities associated with luxury products (Eastman et al, 2020). Some consider sustainable luxury an oxymoron, as luxury suggests excess while sustainability suggests frugality (Cervellon, 2013).…”

Section: Status Consumption and Ecologically Conscious Consumer Behaviormentioning

confidence: 99%

“…An example of status-motivated sustainability is Tesla. It is not just an environmentally-friendly brand but is also viewed as a status symbol along with the Mercedes brand (Eastman et al, 2020). The idea of a Tesla-branded car meeting status and sustainability needs has been described as "it was not about doing good for the environment, it was about acquiring status.…”

Section: Introductionmentioning

confidence: 99%

Understanding the ecologically conscious behaviors of status motivated millennials

Eastman

Iyer

2021

JCM

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Purpose This paper aims to test the relationship between millennials’ status motivation and their ecologically conscious consumer behavior (ECCB) and the mediating role of culture influencing this effect. Design/methodology/approach A panel of millennials was surveyed using established scales to measure their status motivation, cultural values and ECCB. Findings The findings demonstrate status motivation has a positive effect on millennials’ ECCB. The findings indicate that the cultural values of collectivism, power distance and masculinity mediate the relationship between status motivation and ECCB. Research limitations/implications This study looked at responses from one generation, millennials, in one country, the USA. Practical implications Status motivation can impact ECCB and cultural values mediate this relationship. Status motivation can directly impact ECCB, as well as work positively through the cultural values of collectivism and power distance and negatively through masculinity. Social implications The results suggest ECCB for status-motivated millennials is driven by both status motivation and their collectivism, power distance and masculinity. To encourage millennials’ ECCB, public policymakers and marketers should emphasize the social influences of sustainable behaviors and how these behaviors make them stand out from others who are not sustainable and target those who view women as equal to men. Originality/value This research examines how millennials’ status motivations impact their ecologically conscious behaviors both directly and through the mediating role of cultural values. This research contributes by answering the call for looking at the influence of cultural values on environmental behaviors. It offers a possible reason for the mixed findings previously in the literature regarding status and sustainability by illustrating status motivations may work both directly and through cultural values in influencing ECCB. Thus, it is one of the first studies to demonstrate culture’s mediating effect in the area of sustainability.

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The picture of luxury: A comprehensive examination of college student consumers' relationship with luxury brands

Cited by 48 publications

References 71 publications

Luxury Perception of Low and Middle Income Generation Z and Their Luxury Consumption Motivations

Luxury Perception of Low and Middle Income Generation Z and Their Luxury Consumption Motivations

Corporate social responsibility in the luxury sector: The role of moral foundations

Understanding the ecologically conscious behaviors of status motivated millennials

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