Examining the Intention to Purchase Luxury Goods Based on the Planned Behaviour Theory

Abstract

The aim of this study is to examine the purchase intention of luxury goods using the framework of the theory of planned behaviour. Data were collected through a questionnaire conducted with 130 Angolan consumers and were analysed using structural equation modelling. The results of the study indicated that subjective norm was the most important determinant of purchase intentions for luxury goods, followed by attitude. Perceived behavioural control was not shown to have a significant relationship with purchase intentions. The research contributes to the literature, with there being no previous study in Angola that sought to understand the purchase intention of luxury goods using the framework of the theory of planned behaviour. This study provides theoretical insight into the behaviour of luxury consumers in Angola by presenting the motivational factors behind luxury goods purchase intentions among Angolan consumers. The results of the study will greatly assist companies to formulate better marketing strategies to position their luxury brand in Angola and communicate with target consumers.