Motivation Factors in Luxury Goods’ Consumption

Abstract

Objective: This paper aims to identify the interdependence between both internal and external motivation factors and the intention of consumption, by status, of luxury goods by Brazilian young.

Method: A descriptive and quantitative study was performed by an ANOVA test, a stepwise regression, and a multiple linear regression, from a sample containing 644 answers of Brazilian young between ages of 15 to 29. It was decided for a non-probabilistic sampling method for convenience and accessibility.

Main Results: The results obtained showed evidence of interdependence between internal and external motivation factors with consumption, by status, of luxury goods by Brazilian young. The variables tested, except for the hedonism variable and adhesion effect, showed statistically significant at the range of 5% to explain the dependent variable. This interdependence was more expressive when internal factors were in the presence of external factors.

Theorical Contribution: Improve the perception about the factors that define the decision to buy of the luxury products by young Brazilians.

Relevance/Originality: Address the influence of the interdependence between internal motivation factors and external motivation factors on the intention to buy luxury products from Brazilian youth.

Management implications: Its results contribute to improve the marketing strategies of the luxury products bought by the young Brazilians.