Perceived values of luxury fashion brands—evidence from Indonesian Millennials

Yan Sun (), Rachel Wang (), Huifeng Bai (), Georgina Whyatt () and Tesalia Tamara Ohandi ()
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Yan Sun: Oxford Brookes University
Rachel Wang: Oxford Brookes University
Huifeng Bai: Liverpool John Moores University
Georgina Whyatt: Saint Mary’s University
Tesalia Tamara Ohandi: Group M Indonesia

SN Business & Economics, 2024, vol. 4, issue 12, 1-15

Abstract: Abstract Consumers in the Association of Southeast Asian Nations (ASEAN) countries represent rapid growth, and they are anticipated to become next wave of important markets for luxury fashion sector. This empirical study aims to examine millennials’ perceptions towards luxury fashion brand values and how these influence their purchase intentions in Indonesia, the biggest market in the ASEAN. Through quantitative research, the primary data was collected from 301 self-completed online questionnaires. It is revealed that Indonesian millennials regard the consumption of luxury fashion brands as an investment. Meanwhile, ethical and sustainability issues have become increasingly important in consumers’ decisions to purchase luxury fashion brands. Based upon the value-based segmentation of luxury consumption, the present study recognizes that Indonesian millennials prioritize symbolic and financial values and seek conspicuousness in line with self-identity.

Keywords: Luxury fashion brands; Value perception; Purchase intention; Millennials; Indonesia (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s43546-024-00755-x

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