The LGBTQAI+ community and luxury brands : exploring drivers of luxury consumption in South Africa

Abstract

No AccessThe LGBTQAI+ community and luxury brands : exploring drivers of luxury consumption in South Africa Nkosivile Welcome Madinga Eugine Tafadzwa Maziriri Tinashe Chuchu Lebogang Mototo Nkosivile Welcome Madinga0 http://orcid.org/0000-0003-4026-7423 Search for more papers by this author Eugine Tafadzwa Maziriri1 Search for more papers by this author Tinashe Chuchu2 Search for more papers by this author Lebogang Mototo0 Search for more papers by this author Affiliations 0University of Cape Town 1University of the Free State 2University of the Witwatersrand Published Online:1 Mar 2021https://hdl.handle.net/10520/ejc-aa_ajber_v16_n1_a9SectionsPDF ToolsAdd to favouritesDownload CitationsTrack Citations ShareShare onFacebookTwitterLinked InRedditGMailHotmailYammer AboutAbstractDespite luxury consumption exemplifying an important component of modern LGBTQAI+ culture, and LGBTQAI+ consumers representing a growing and profitable niche market, limited research has focused on understanding the drivers of luxury consumption among these consumers. Therefore, this study investigates the underlying motivations for luxury consumption among South African LGBTQIA+ consumers. A web-based self-completion questionnaire was used to collect data. A total of 157 questionnaires were collected. Using Structural Equation Modelling analysis, the results indicated that materialism, perceived quality, and brand consciousness positively and significantly influence luxury consumption among LGBTQIA+ consumers. In addition, the results also revealed a negative relationship between exclusivity and luxury consumptions. The findings of this study will help luxury brands and marketers to better understand LGBTQAI+ consumers. Luxury brands need to adjust their plans to accommodate the LGBTQAI+ market and ensure that their marketing efforts are inclusive of this valuable market segment. Previous article Next article FiguresReferencesRelatedDetails None Volume 16, Issue 1 | Mar 2021 AffiliationAdonis & Abbey PublishersThe International Bibliography of Social Sciences (IBSS)EnglishBusiness and FinanceInternational JournalsAccreditationThe International Bibliography of Social Sciences (IBSS)LanguagesEnglish InformationCopyright © 2021, Adonis & Abbey Publishers:All rights reservedKeywordsLuxury ConsumptionMaterialismBrand ConsciousnessLGBTQAI+ Consumers Disclosure The authors confirm that the manuscript has been read and approved by all named authors and that there are no other persons who satisfied the criteria for authorship but are not listed. The authors confirm that they have given due consideration to the protection of intellectual property associated with this work and that there are no impediments to publication, including the timing of publication, with respect to intellectual property. Ethical conduct of research The authors state that they have obtained appropriate institutional review board outlined in the Declaration of Helsinki for all human or animal experimental investigations. A signed informed consent document has been obtained from all participants included in the study.