The Effect of the Consumer Arrogance on the Luxury Fashion Products Purchase Intention

Abstract

When the development of the global luxury product market is examined, it is seen that despite the changes in economic conditions, the luxury product market volume continues to grow with increasing momentum. When the Turkish luxury products category is examined, the luxury goods category has had the most expansion. The growth of the luxury product market and the increasing demand for luxury products have increased the importance of analyzing the consumption behavior of consumers towards luxury products. Consumer behavior is affected by various factors, one of which is the arrogance factor addressed in our study. Arrogant consumers reflect their social status and superiority through consumption and are willing to buy luxury products. In this study, while examining the effect of consumer arrogance on the intention to buy luxury fashion items, The Theory of Reasoned Action (TRA) was used. A survey form was prepared in accordance with the purpose of the research and an online questionnaire was applied to 282 individuals living and consuming luxury in Turkey. The data obtained were tested through SEM (Structural Equation Model) and it was concluded that consumer arrogance influenced the intention to buy luxury fashion items.