Understanding Consumer Psychology : How Behavioural Factors Drive Luxury Fashion Brand Purchases
Almuwali, Daniah (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052013421
https://urn.fi/URN:NBN:fi:amk-2025052013421
Tiivistelmä
Why do consumers purchase luxury fashion brands when similar quality can be obtained at more affordable prices? This research aims to investigate the underlying psychological and social factors behind this phenomenon, revealing that motivations for luxury consumption go beyond product features to encompass status, identity, and emotional aspiration. Although masstige (mass + prestige) and premium brands have become more accessible and provide quality at an affordable price, traditional luxury still has a certain allure for many.
The primary objective of the research is to uncover how psychological, social, and emotional factors influence decisions to buy luxury fashion brands. It also aims to understand why luxury remains attractive even when quality alternatives exist, and to investigate the impact of social media on these choices.
Methodologically, this research is based on a qualitative approach, relying on an extensive review of secondary data from academic research. Through thematic analysis, key internal and external motivators were identified and interpreted to build a comprehensive understanding of current behaviours and trends.
The key findings show that purchases of luxury fashion are motivated by the desire for self-expression, the wish for social status, hedonistic benefits, and exclusivity. While masstige brands appeal through affordability and accessibility, luxury brands endure by offering symbolic value, heritage, and unique emotional connections. Social media contributes significantly by enabling trends and status signalling, as well as participating in consumer engagement.
The study implications indicate that luxury brands need to rely on more than functional quality, instead leveraging emotional appeal and adopting a strategic approach to digital engagement to thrive in a constantly evolving marketplace.
The primary objective of the research is to uncover how psychological, social, and emotional factors influence decisions to buy luxury fashion brands. It also aims to understand why luxury remains attractive even when quality alternatives exist, and to investigate the impact of social media on these choices.
Methodologically, this research is based on a qualitative approach, relying on an extensive review of secondary data from academic research. Through thematic analysis, key internal and external motivators were identified and interpreted to build a comprehensive understanding of current behaviours and trends.
The key findings show that purchases of luxury fashion are motivated by the desire for self-expression, the wish for social status, hedonistic benefits, and exclusivity. While masstige brands appeal through affordability and accessibility, luxury brands endure by offering symbolic value, heritage, and unique emotional connections. Social media contributes significantly by enabling trends and status signalling, as well as participating in consumer engagement.
The study implications indicate that luxury brands need to rely on more than functional quality, instead leveraging emotional appeal and adopting a strategic approach to digital engagement to thrive in a constantly evolving marketplace.