Abstract
The objective of this study was to examine what are the factors that affect the attitude of consumers towards luxury fashion goods and its impact on their purchase intention. Data was collected through questionnaires and 112 respondents were included in study. Regression analysis was applied and the results showed that Social Comparison is found to have a positive relationship with the attitude towards the purchasing luxury fashion goods, whereas, Materialism and Fashion Innovativeness are not found to have the positive relationship with attitude towards purchasing luxury fashion goods. There is also no relationship between attitude and purchase intention of customers regarding luxury fashion consumption. The findings of this study have various managerial and practical implications which are further discussed. Limitations of this study are also discussed.
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