A study of young women consumers' attitudes and purchase intentions towards luxury apparel & accessories in India

This research provides empirical support to the luxury value perception model (LVP) created by Wiedmann et al. (2009) influencing purchase intentions of apparel and accessories young generation Z women consumers, categorizing their perceptions across functional, individual, social dimensions. Data collected through a questionnaire 209 consumers India analyzed using structural equation modeling, depicts positive relationship between Self-identity Prestige in networks with intention fashion accessory brands consumers. Hence, high involvement directly influences self-concept low prestige inversely leads make high-value purchases. The findings this provide valuable insights build business practices strategies trying gain inroads Asian most preferably Indian markets