The effect of religious commitment and global identity on purchase intention of luxury fashion products: A cross-cultural study

Abstract

Drawing insights from social identity theory, this research investigates the interactive effects among consumers’ perceived social value, religious commitment, and global identity on their purchase intention of luxury fashion products in a cross-cultural context. In a study of 307 American and 283 Thai participants, this research shows that consumers’ perceived social value is positively related to the purchase intention of luxury goods in both countries. It also finds that global identity enhances the positive relationship between perceived social value and luxury purchase intention in both countries. Interestingly, this research shows that consumers’ religious commitment escalates the positive relationship between perceived social value and purchase intention of luxury goods if religious commitment is low in Thailand but it is high in the U.S. The analysis result of this study provides ample theoretical and managerial implications.