The pursuit of splendour: a recipe of psychological motivations driving conspicuous luxury consumption

Abstract

Purpose

The purpose of the present study is to examine and validate a research model encompassing power distance belief, need for uniqueness, self-monitoring, self-construal, social adjustive attitude, and value-expressive attitude as the causal antecedents for conspicuous luxury consumption.

Design/methodology/approach

Survey data was collected from a large consumer panel. The study applied a combinatory partial least squares structural equation modelling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA) approach in examining the research hypotheses and proposition.

Findings

The results indicated the effects of power distance belief, need for uniqueness, self-monitoring, and self-construal on social adjustive attitude and value-expressive attitude, which in turn determine conspicuous luxury consumption. In addition, the fsQCA findings revealed three configurations that articulate the complex interactions of the causal antecedents.

Originality/value

This study enriches the literature by providing a comprehensive understanding of the psychological motivation factors that drive conspicuous luxury consumption and assists luxury retailers in developing targeted strategies to appeal to consumers.

Citation

Zhang, X., Aw, E.C.-X., Wei-Han Tan, G. and Ooi, K.-B. (2024), "The pursuit of splendour: a recipe of psychological motivations driving conspicuous luxury consumption", International Journal of Retail & Distribution Management, Vol. 52 No. 5, pp. 565-579. https://doi.org/10.1108/IJRDM-06-2023-0375