Unveiling motivation for luxury fashion purchase among Gen Z consumers: need for uniqueness versus bandwagon effect

Abstract

As Gen Z consumers become an important target segment for the luxury fashion industry, it is crucial to deepen the understanding of their luxury consumption motivations. Based on the functional theories of attitudes, this study examined the impacts of both the need for uniqueness and the bandwagon effect on the multi-functions of attitudes and purchase intentions toward luxury fashion brands. Using a structural equation modelling technique, data provided by 486 college students revealed that the bandwagon effect exhibited a substantial direct impact on their purchase intentions and an indirect impact mediated by the hedonic function of attitude. While our results also support the positive influence of the need for uniqueness on attitudes and purchase intention, it does highlight the greater importance of the bandwagon effect in the context of the luxury brand. Our findings offer marketing insights and implications that enhance luxury brand consumption among Gen Z consumers.