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Motives Towards Luxury Consumption During Crisis in the Context of Individualistic and Collectivist Cultures

In: The Evolution of Luxury Brands, Volume II

Author

Listed:
  • Mirna El Shayeb

    (Coventry University)

  • Sara El-Deeb

    (German University)

  • Raghda El Ebrashi

    (German University)

Abstract

Driven by the Dual Process Theory and Theory of Consumption this study explores luxury consumption motives of jewellery during crises and introduces the concept of small-luxury consumption. It also categorizes the motives into emotional and rational. The Data was gathered from 400 participants through convenience sampling. Confirmatory factor analysis, construct validity, path analysis, and multigroup analysis were conducted using Amos and SPSS. Findings indicate no significant differences in motives between individualistic and collectivist cultures when purchasing jewellery as a small luxury during normal times or crises. During crisis, jewellery quality was the most significant factor for small luxury consumption, whereas hedonism, uniqueness, self-identity, and price were influential in normal times. This research provides valuable theoretical and managerial contribution into luxury consumption behavior amid crises.

Suggested Citation

  • Mirna El Shayeb & Sara El-Deeb & Raghda El Ebrashi, 2025. "Motives Towards Luxury Consumption During Crisis in the Context of Individualistic and Collectivist Cultures," Palgrave Studies in Cross-disciplinary Business Research, In Association with EuroMed Academy of Business, in: Alkis Thrassou & Demetris Vrontis & Leonidas Efthymiou & Yaakov Weber & S. M. Riad Shams & Evangelos (ed.), The Evolution of Luxury Brands, Volume II, chapter 0, pages 125-153, Palgrave Macmillan.
    • Handle: RePEc:pal:pscchp:978-3-031-96680-4_5
    DOI: 10.1007/978-3-031-96680-4_5
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