Publication
Title
The interplay of culture, religion and luxury consumption : a cross-national investigation
Author
Abstract
PurposeThis study aims to examine differences in the perceived value of luxury as drivers of luxury purchase intentions between individualist and collectivist cultures (at a country level) and consumers of Muslim versus Christian religious backgrounds. Moreover, this study investigates how consumers' acculturation to the global consumer culture (AGCC) impacts their perceived luxury values.Design/methodology/approachThe authors conducted two online survey studies. The first study compares Muslim consumers in Kuwait versus Muslims consumers in the UK. The second study compares the UK Muslim sample to a UK Christian sample. The authors collected data from 600 and 601 respondents, respectively. Partial least square structural equation modeling was used to test this study's research hypotheses.FindingsThe perceived personal values of luxury primarily drive consumers' luxury purchase intentions. The hedonic value of luxury impacts luxury purchase intentions significantly more for Muslims in the UK than in Kuwait. No significant differences were observed between religions. Consumers' AGCC exerts a positive impact on all included perceived luxury values and more strongly impacts perceived uniqueness for Muslims than for Christians.Originality/valueThe paper builds on an integrative luxury values framework to examine the impact of luxury values on consumers' purchasing intentions by studying the moderating effect of culture and religion on these relationships. The study is partly set in Kuwait, an understudied country, and investigates a Muslim minority in the UK.
Language
English
Source (journal)
Journal of Islamic Marketing. - Bingley, 2010, currens
Publication
Leeds : Emerald group publishing ltd , 2024
ISSN
1759-0841
1759-0833
DOI
10.1108/JIMA-05-2023-0153
Volume/pages
(2024) , p. 1-24
ISI
001205116600001
Full text (Publisher's DOI)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identifier
Creation 02.05.2024
Last edited 16.05.2024
To cite this reference