An Exploratory Study on the Dimensions that Motivate the Attitudes of Young Consumers to the Consumption of Luxury Products

Given the global economic context, most luxury brands are investing on the growth of so-called “emerging markets”, such as Brazil, Russia, India and China (BRICs), so that new metropolitan areas emerge as recognized centers of luxury consumption. In this perspective, the term consumption not only means a relationship of exchange, but also a system of communicating power and lifestyles, where young consumers are fundamental agents in the promotion of luxury products and services that fascinate and awaken desires. Therefore, the aim of the present research was to identify the dimensions that motivate the consumers′ attitudes in relation to the acquisition of luxury products. To verify the proposed objective, a quantitative exploratory research was carried out by means of a survey with a sample of 304 respondents collected through a direct approach in Sao Paulo, Brazil. In the process of data processing, the Structural Equations Modeling with the Partial Least Square (PLS) method was used for it. As a result, it was possible to observe that the attitudes are oriented by aspects related to quality and desire, generating, thus, the consumption motivation that was formed by the pleasure of the purchase, by the happiness provided by the product and by the social influence.