SELF-IDENTITY AND SOCIAL IDENTITY AS DRIVERS OF CONSUMERS’ PURCHASE INTENTION TOWARDS LUXURY FASHION GOODS AND WILLINGNESS TO PAY PREMIUM PRICE
Main Article Content
Abstract
The main purpose of this study is to examine consumer behaviour towards purchasing luxury fashion goods based on an extended model that integrates the constructs of theory of planned behaviour (TPB), social identity, self-identity, and price premium. The proposed model is examined using a self-structured questionnaire with a dataset of 395 valid responses. Statistical analysis is based on the PLS-SEM approach with the use of Smart-PLS software 3.2.0. The results indicate that all the hypotheses associated with the relationships between social identity and TBP determinants and between self-identity and TBP determinants are supported; however, the hypothesis on the relationship between selfidentity and subjective norm is not supported. Moreover, the hypotheses associated with the relationships between TPB determinants, subjective norm, perceived behavioural control (PBC), attitude, and intention to purchase luxury fashion are also supported. Finally, the proposed relationships between intention to purchase luxury fashion and model outcome, purchase of luxury fashion and intention for price premium are supported as well. This study is the first that integrates social identity, self-identity, and price premium with TPB to explain consumers’ purchase behaviour towards luxury fashion products. The findings can help marketers develop effective marketing strategies in order to stay competitive.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Algesheimer, R., Dholakia, U.M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19–34. https://doi.org/10.1509/jmkg.69.3.19.66363
Andaleeb, S.S., & Hasan, K. (2016). Marketing research. In S.S. Andaleeb & K. Hasan (Eds.), Strategic marketing management in Asia: Case studies and lessons across industries (pp. 111–160). Bingley, UK: Emerald Group Publishing Limited. https://doi.org/10.1108/978-1-78635-746-520161004
Anselmsson, J., Vestman Bondesson, N., & Johansson, U. (2014). Brand image and customers’ willingness to pay a price premium for food brands. Journal of Product & Brand Management, 23(2), 90–102. https://doi.org/10.1108/JPBM10-2013-0414
Ashraf, S. (2017). Do they care what they believe? Exploring the impact of religiosity on intention to purchase luxury products. Pakistan Journal of Commerce and Social Sciences, 11(2), 428–447.
Bagozzi, R.P., Yi, Y., & Phillips, L.W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 36(3), 421–458. https://doi.org/10.2307/2393203
Bang, H., Ellinger, A.E., Hadjimarcou, J., & Traichal, P.A. (2000). Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory. Psychology & Marketing, 17(6), 449–468. https://doi.org/10.1002/(SICI)1520-6793(200006)17:63.0.CO;2-8
Bartels, J., & Onwezen, M.C. (2014). Consumers’ willingness to buy products with environmental and ethical claims: The roles of social representations and social identity. International Journal of Consumer Studies, 38(1), 82–89. https://doi.org/10.1111/ijcs.12067
Berthon, P., Pitt, L., Parent, M., & Berthon, J.-P. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, 52(1), 45–66. https://doi.org/10.1525/cmr.2009.52.1.45
Chan, R.Y.K. (2001). Determinants of Chinese consumers’ green purchase behavior. Psychology & Marketing, 18(4), 389–413. https://doi.org/10.1002/mar.1013
Cheah, I., Phau, I., Chong, C., & Shimul, A.S. (2015). Antecedents and outcomes of brand prominence on willingness to buy luxury brands. Journal of Fashion Marketing and Management: An International Journal, 19(4), 402–415. https://doi.org/10.1108/JFMM-03-2015-0028
Chekima, B., Syed Khalid Wafa, S.A.W., Igau, O.A., Chekima, S., & Sondoh, S.L.Jr. (2015). Examining green consumerism motivational drivers: Does premium price and demographics matter to green purchasing? Journal of Cleaner Production, 112(4), 3436–3450. https://doi.org/10.1016/j.jclepro.2015.09.102
Chiu, W., & Leng, H.K. (2016). Consumers’ intention to purchase counterfeit sporting goods in Singapore and Taiwan. Asia Pacific Journal of Marketing and Logistics, 28(1), 23–36. https://doi.org/10.1108/APJML-02-2015-0031
Choo, H.J., Moon, H., Kim, H., & Yoon, N. (2012). Luxury customer value. Journal of Fashion Marketing and Management, 16(1), 81–101. https://doi.org/10.1108/13612021211203041
Conner, M., & Armitage, C.J. (1998). Extending the theory of planned behavior: A review and avenues for further research. Journal of Applied Social Psychology, 28(15), 1429–1464. https://doi.org/10.1111/j.1559-1816.1998.tb01685.x
Das, G. (2015). Linkages between self-congruity, brand familiarity, perceived quality and purchase intention: A study of fashion retail brands. Journal of Global Fashion Marketing, 6(3), 180–193. https://doi.org/10.1080/20932685.2015.1032316
Department of Statistics Malaysia. (2016). Sales value of wholesale and retail businesses stood at RM87.1 billion in July 2016. Retrieved 22 February 2017 from https://www.dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=394&bul_id=ditTUlZ4ZFJFeFUySkRGN2RUY3Vqdz09&menu_id=b0pIV1E3RW40VWRTUkZocEhyZ1pLUT09
Dubois, B., Czellar, S., & Laurent, G. (2005). Consumer segments based on attitudes toward luxury: Empirical evidence from twenty countries. Marketing Letters, 16(2), 115–128.
Ellemers, N., Spears, R., & Doosje, B. (2002). Self and social identity. Annual Review of Psychology, 53(1), 161–186. https://doi.org/10.1146/annurev.psych.53.100901.135228
Euromonitor International. (2016). Luxury goods in Malaysia. Retrieved 22 June 2016 from http://www.euromonitor.com/luxury-goods-in-malaysia/report.
Farris, P.W., Bendle, N., Pfeifer, P., & Reibstein, D. (2010). Marketing metrics: The definitive guide to measuring marketing performance. London: Pearson Education.
Feather, N.T., & Rauter, K. (2004). Organizational citizenship behaviours in relation to job status, job insecurity, organizational commitment and identification, job satisfaction and work values. Journal of Occupational and Organizational Psychology, 77(1), 81–94. https://doi.org/10.1348/096317904322915928
Fitzmaurice, J. (2005). Incorporating consumers’ motivations into the theory of reasoned action. Psychology and Marketing, 22(11), 911–929. https://doi.org/10.1002/mar.20090
Francis, J., Eccles, M.P., Johnston, M., Walker, A.E., Grimshaw, J.M., Foy, R., Kaner, E.F.S., Smith, L., & Bonetti, D. (2004). Constructing questionnaires based on the theory of planned behaviour: A manual for health services researchers. Newcastle upon Tyne, UK: Centre for Health Services Research, University of Newcastle upon Tyne.
Hair, J.F., Ringle, C.M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. The Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair, J.F.Jr., Hult, G.T.M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). London: Sage Publications.
Han, T., & Stoel, L. (2016). The effect of social norms and product knowledge on purchase of organic cotton and fair-trade apparel. Journal of Global Fashion Marketing, 7(2), 89–102. https://doi.org/10.1080/20932685.2015.1131434
Harman, H.H. (1976). Modern factor analysis, Chicago, IL: University of Chicago Press.
Heine, K. (2010). The personality of luxury fashion brands. Journal of Global Fashion Marketing, 1(3), 154–163. https://doi.org/10.1080/20932685.2010.10593067
Henseler, J., et al. (2014). Common beliefs and reality about PLS: Comments on Rönkkö and Evermann (2013). Organizational Research Methods, 17(2), 182–209. https://doi.org/10.1177/1094428114526928
Hultman, M., Kazeminia, A., & Ghasemi, V. (2015). Intention to visit and willingness to pay premium for ecotourism: The impact of attitude, materialism, and motivation. Journal of Business Research, 68(9), 1854–1861. https://doi.org/10.1016/j.jbusres.2015.01.013
Jain, S., & Khan, M.N. (2017). Measuring the impact of beliefs on luxury buying behavior in an emerging market. Journal of Fashion Marketing and Management: An International Journal, 21(3), 341–360. https://doi.org/10.1108/JFMM-07-2016-0065
Jain, S., Khan, M.N., & Mishra, S. (2015). Factors affecting luxury purchase intention: A conceptual framework based on an extension of the theory of planned behavior. South Asian Journal of Management, 22(4), 136.
Jain, S., Khan, M.N., & Mishra, S. (2017). Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior. Journal of Asia Business Studies, 11(1), 4–21. https://doi.org/10.1108/JABS-08-2015-0118
Kapferer, J.N., & Laurent, G. (2016). Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries. Journal of Business Research, 69(1), 332–340. https://doi.org/10.1016/j.jbusres.2015.08.005
Keller, K.L., & Kotler, P. (2016). Marketing management. Essex, UK: Pearson.
Khallouli, K.J., & Gharbi, A. (2013). Symbolic consumption by teenagers: A discussion through the optics of appearance and identity. International Journal of Business and Social Science, 4(7), 99–105.
Khare, A. (2014). Antecedents to fashion clothing involvement: Role of global selfidentity, cosmopolitanism, and normative influence. Journal of Global Fashion Marketing, 5(1), 39–59. https://doi.org/10.1080/20932685.2013.856099
Kumar, P., & Ghodeswar, B.M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330–347. https://doi.org/10.1108/MIP-03-2014-0068
Labrecque, L.I., Krishen, A.S., & Grzeskowiak, S. (2011). Exploring social motivations for brand loyalty: Conformity versus escapism. Journal of Brand Management, 18(7), 457–472. https://doi.org/10.1057/bm.2011.12
Lee, K. (2009). Gender differences in Hong Kong adolescent consumers’ green purchasing behavior. Journal of Consumer Marketing, 26(2), 87–96. https://doi.org/10.1108/07363760910940456
Li, N., Robson, A., & Coates, N. (2013). Chinese consumers’ purchasing: Impact of value and affect. Journal of Fashion Marketing and Management, 17(4), 486–508. https://doi.org/10.1108/JFMM-03-2013-0030
Loureiro, S.M.C., & de Araújo, C.M.B. (2014). Luxury values and experience as drivers for consumers to recommend and pay more. Journal of Retailing and Consumer Services, 21(3), 394–400. https://doi.org/10.1016/j.jretconser.2013.11.007
MacKenzie, S.B., & Podsakoff, P.M. (2012). Common method bias in marketing: Causes, mechanisms, and procedural remedies. Journal of Retailing, 88(4), 542–555. https://doi.org/10.1016/j.jretai.2012.08.001
Madden, T.J., Ellen, P.S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and Social Psychology Bulletin, 18(1), 3–9. https://doi.org/10.1177/0146167292181001
Maloney, J., Lee, M.-Y., Jackson, V., & Miller-Spillman, K.A. (2014). Consumer willingness to purchase organic products: Application of the theory of planned behavior. Journal of Global Fashion Marketing, 5(4), 308–321. https://doi.org/10.1080/20932685.2014.925327
Mamat, M.N., Noor, N.M., & Noor, N.M. (2016). Purchase intentions of foreign luxury brand handbags among consumers in Kuala Lumpur, Malaysia. Procedia Economics and Finance, 35, 206–215.
McColl, J., & Moore, C. (2011). An exploration of fashion retailer own brand strategies. Journal of Fashion Marketing and Management: An International Journal, 15(1), 91–107. https://doi.org/10.1108/13612021111112368
Mead, G.H. (1934). Mind, self, and society: From the standpoint of a social behaviorist. Chicago: University of Chicago Press.
Nueno, J.L., & Quelch, J.A. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61–68. https://doi.org/10.1016/S0007-6813(98)90023-4
Persaud, A., & Schillo, S.R. (2017). Purchasing organic products: Role of social context and consumer innovativeness. Marketing Intelligence & Planning, 35(1), 130–146. https://doi.org/10.1108/MIP-01-2016-0011
Phau, I., Teah, M., & Chuah, J. (2015). Consumer attitudes towards luxury fashion apparel made in sweatshops. Journal of Fashion Marketing and Management, 19(2), 169–187. https://doi.org/10.1108/JFMM-01-2014-0008
Reinartz, W., Haenlein, M., & Henseler, J. (2009). An empirical comparison of the efficacy of covariance-based and variance-based SEM. International Journal of Research in Marketing, 26(4), 332–344. https://doi.org/10.1016/j.ijresmar.2009.08.001
Rezaei, S. (2015). Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach. Journal of Retailing and Consumer Services, 22, 1–15. https://doi.org/10.1016/j.jretconser.2014.09.001
Schlegelmilch, B.B., Bohlen, G.M., & Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30(5), 35–55. https://doi.org/10.1108/03090569610118740
Shim, S., Eastlick, M.A., Lotz, S.L., & Warrington, P. (2001). An online prepurchase intentions model: The role of intention to search. Journal of Retailing, 77(3), 397–416. https://doi.org/10.1016/S0022-4359(01)00051-3
Shukla, P., Shukla, E., & Sharma, S. (2009). Conspicuous consumption in cross-national context: Psychological and brand antecedents. Association for Consumer Research, Asia-Pacific Advances, 8, 16–19.
Simon, R.W. (1992). Parental role strains, salience of parental identity and gender differences in psychological distress. Journal of Health and Social Behavior, 33(1), 25–35. https://doi.org/10.2307/2136855
Sirgy, M.J. (1986). Self-congruity: Toward a theory of personality and cybernetics. Santa Barbara, California: Greenwood Publishing Group.
Sjostrom, T., Corsi, A.M., & Lockshin, L. (2016). What characterises luxury products? A study across three product categories. International Journal of Wine Business Research, 28(1), 76–95. https://doi.org/10.1108/IJWBR-05-2015-0017
Soh, C.Q.Y., Rezaei, S., & Gu, M.-L. (2017). A structural model of the antecedents and consequences of Generation Y luxury fashion goods purchase decisions. Young Consumers, 18(2), 180–204. https://doi.org/10.1108/YC-12-2016-00654
Spector, P.E. (2006). Method variance in organizational research: Truth or urban legend? Organizational Research Methods, 9(2), 221–232. https://doi.org/10.1177/1094428105284955
Stall-Meadows, C., & Davey, A. (2015). Green marketing of apparel: Consumers’ price sensitivity to environmental marketing claims. Journal of Global Fashion Marketing, 4(1), 37–41.
Stets, J.E., & Burke, P.J. (2003). A sociological approach to self and identity. In M.R. Leary, & J.P. Tangney (Eds.), Handbook of self and identity (pp. 128–152). New York: Guilford Press.
Stryker, S. (1987). Identity theory: Developments and extensions. In K. Yardley, & T. Honess (Eds.), Self and identity: Psychosocial perspectives (pp. 89–103). Oxford: John Wiley & Sons.
Stryker, S., & Burke, P.J. (2000). The past, present, and future of an identity theory. Social Psychology Quarterly, 63(4), 284–297. https://doi.org/10.2307/2695840
Tajfel, H. (2010). Social identity and intergroup relations. New York: Cambridge University Press.
Valae, N., & Nikhashemi, S.R. (2017). Generation Y consumers’ buying behaviour in fashion apparel industry: A moderation analysis. Journal of Fashion Marketing and Management: An International Journal, 21(4), 523–543. https://doi.org/10.1108/JFMM-01-2017-0002
Vigneron, F., & Johnson, L.W. (2004). Measuring perceptions of brand luxury. The Journal of Brand Management, 11(6), 484–506. https://doi.org/10.1057/palgrave.bm.2540194
Vijaranakorn, K., & Shannon, R. (2017). The influence of country image on luxury value perception and purchase intention. Journal of Asia Business Studies, 11(1), 88–110. https://doi.org/10.1108/JABS-08-2015-0142
Westland, J.C. (2010). Lower bounds on sample size in structural equation modeling. Electronic Commerce Research and Applications, 9(6), 476–487. https://doi.org/10.1016/j.elerap.2010.07.003
Wiedmann, K.P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625–651. https://doi.org/10.1002/mar.20292
Willems, K., Swinnen, G., Janssens, W., & Brengman, M. (2011). Fashion store personality: Scale development and relation to self-congruity theory. Journal of Global Fashion Marketing, 2(2), 55–65. https://doi.org/10.1080/20932685.2011.10593083
Wu, M.-S.S., Chaney, I., Chen, C.-H.S., Nguyen, B., & Melewar, T.C. (2015). Luxury fashion brands: Factors influencing young female consumers’ luxury fashion purchasing in Taiwan. Qualitative Market Research: An International Journal, 18(3), 298–319. https://doi.org/10.1108/QMR-02-2014-0016
Yazdanpanah, M., & Forouzani, M. (2015). Application of the theory of planned behaviour to predict Iranian students’ intention to purchase organic food. Journal of Cleaner Production, 107, 342–352. https://doi.org/10.1016/j.jclepro.2015.02.071
Zhan, L., & He, Y. (2012). Understanding luxury consumption in China: Consumer perceptions of best-known brands. Journal of Business Research, 65(10), 1452–1460. https://doi.org/10.1016/j.jbusres.2011.10.011
Zhang, B., & Kim, J.-H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68–79. https://doi.org/10.1016/j.jretconser.2012.10.007