The impact of culture on buying luxury fashion goods. A comparison among Spanish and Danish young adults through Hofstede's cultural dimensions.
(2023) BUSN39 20231Department of Business Administration
- Abstract
- The market for luxury fashion brands has been expanding rapidly since 1990 and continues to do so even today as young adults consume more luxury fashion goods. The growth in terms of consumption can be affected by different factors, like digitalisation and the use of social media, globalisation, preference and pressure to follow trends and idols etc. However, the factors that affect the buying intentions of young adults and people generally go beyond this practical reason.
Consumer researchers have, throughout decades, emphasised how culture influences individuals and the way they think, act, speak, behave, etc. In addition, culture tremendously influences one's choices on why they buy products and what they value. Considering culture's... (More) - The market for luxury fashion brands has been expanding rapidly since 1990 and continues to do so even today as young adults consume more luxury fashion goods. The growth in terms of consumption can be affected by different factors, like digitalisation and the use of social media, globalisation, preference and pressure to follow trends and idols etc. However, the factors that affect the buying intentions of young adults and people generally go beyond this practical reason.
Consumer researchers have, throughout decades, emphasised how culture influences individuals and the way they think, act, speak, behave, etc. In addition, culture tremendously influences one's choices on why they buy products and what they value. Considering culture's complexity, this paper used as a framework Hofstede's six cultural dimensions to evaluate how culture influences buying intentions of young adults in Spain and Denmark and, instead, how these two countries score among each other in the dimensions aligned with the interview's thoughts. Hence, the current research paper aims to strengthen Hofstede's theory by exploring why young adults
buy luxury fashion products. By applying a qualitative method to investigate the purpose and involving the existing idea of conspicuous consumption, consumer behaviours, self-concept, cultural consumer etc., it appeared that culture powerfully influences young adults buying intentions. As most of the results were found to prove and align with Hofstede's rankings, there were some cases where empiric data showed a similar view between young adults of both countries, leaving room for future research to extend the depth of the study. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9124688
- author
- Sukaj, Tanja LU and Castro Jimenez, Daniel LU
- supervisor
- organization
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Luxury fashion consumption, luxury fashion goods, culture, Hofstede’s cultural dimensions, conspicuous consumption, social identity, young adults, purchasing
- language
- English
- id
- 9124688
- date added to LUP
- 2023-06-29 09:27:54
- date last changed
- 2023-06-29 09:27:54
@misc{9124688,
abstract = {{The market for luxury fashion brands has been expanding rapidly since 1990 and continues to do so even today as young adults consume more luxury fashion goods. The growth in terms of consumption can be affected by different factors, like digitalisation and the use of social media, globalisation, preference and pressure to follow trends and idols etc. However, the factors that affect the buying intentions of young adults and people generally go beyond this practical reason.
Consumer researchers have, throughout decades, emphasised how culture influences individuals and the way they think, act, speak, behave, etc. In addition, culture tremendously influences one's choices on why they buy products and what they value. Considering culture's complexity, this paper used as a framework Hofstede's six cultural dimensions to evaluate how culture influences buying intentions of young adults in Spain and Denmark and, instead, how these two countries score among each other in the dimensions aligned with the interview's thoughts. Hence, the current research paper aims to strengthen Hofstede's theory by exploring why young adults
buy luxury fashion products. By applying a qualitative method to investigate the purpose and involving the existing idea of conspicuous consumption, consumer behaviours, self-concept, cultural consumer etc., it appeared that culture powerfully influences young adults buying intentions. As most of the results were found to prove and align with Hofstede's rankings, there were some cases where empiric data showed a similar view between young adults of both countries, leaving room for future research to extend the depth of the study.}},
author = {{Sukaj, Tanja and Castro Jimenez, Daniel}},
language = {{eng}},
note = {{Student Paper}},
title = {{The impact of culture on buying luxury fashion goods. A comparison among Spanish and Danish young adults through Hofstede's cultural dimensions.}},
year = {{2023}},
}