Conspicuous value and luxury purchase intention in sharing economy in emerging markets: The moderating role of past sustainable behavior

Sita Mishra, Sheetal Jain and Ritesh Pandey

Journal of Global Fashion Marketing, 2023, vol. 14, issue 1, 93-107

Abstract: In the last few years, there has been an increase in a tendency towards the sharing economy. The purpose of this study is to identify the role of conspicuous value, attitude towards luxury goods in the sharing economy, subjective norm, and past sustainable behavior in influencing purchase intention for luxury fashion goods in the sharing economy. Extant literature on luxury goods established the relationship between conspicuous value and purchase intention. However, it is still unexplored whether the same relationship will hold in luxury rental consumption or not. Thus, this study fills gaps in the marketing literature by studying the direct, mediating, and moderating relationship among these variables in the context of luxury sharing economy consumption. Data was collected through a questionnaire from two high-end malls in India (N = 232). Data analysis was done using AMOS 25 and the SPSS PROCESS macro. The findings of the study revealed that both attitude and subjective norm mediate the relationship between conspicuous value and purchase intention. Further, past sustainable behavior was found to moderate the relationship between conspicuous value and attitude. However, the subjective norm does not moderate the relationship between attitude and purchase intention.

Date: 2023
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2022.2034029 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:rgfmxx:v:14:y:2023:i:1:p:93-107

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2022.2034029

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

More articles in Journal of Global Fashion Marketing from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().