Lifting the curtain on cultural values, materialism and luxury consumption: Evidence from Jordan

Abstract

The demand for luxury goods is growing in new emerging markets. However, there is still minimal research on the influence of culture and materialism on consumers' purchasing behaviour for luxury goods in these markets. Data were collected using an online survey from 532 luxury customers in Jordan. This research provides empirical evidence that adds to brand luxury studies by investigating the relationship between cultural orientations (vertical–horizontal), dimensions of individualism and collectivism with materialism and other interpersonal factors influencing materialism and luxury purchase intentions. The findings show that materialism is highly correlated with vertical orientations. Moreover, the relationship between materialism and purchase intentions is not significant but mediated by the bandwagon effect and status consumption. This suggests that Jordanian consumers buy luxury products to help support their social status and keep up with trends within their social groups. For marketing management strategy, to encourage purchases, communication strategies should emphasise the social value of the purchase.