Patterns of Luxury Brand Consumption Motivations with Emphasis on Ethical and Psychological Motivations

Nowadays, luxury brand consumption in the Iranian society is evident, which requires to be strategically considered. The present study, using a qualitative approach, seeks to extract a pattern of luxury brand consumption in Iran.

The present study was a qualitative research based on data theory. The statistical population of the study consisted of academic experts and brand and marketing experts of the country. Using purposeful sampling and saturation principle, 15 individuals were selected as sample size and data were collected through semi-structured and in-depth interviews. Data coding methods (open coding, axial coding, and theoretical coding) were used to analyze the data.

The model of luxury brand consumption incentives in Iran can be classified into 8 main categories. These include: psychological, ethical, individual, economic, social, cultural, functional and demographic motivations. These motives were eventually divided into two categories: open and hidden, using theoretical literature and interviewing experts.

The social, cultural, economic, functional, and demographic motives for luxury band consumption, or luxury, are obvious. But behind that are hidden motives. Individual, psychological, and ethical motivations are less tangible and are of particular importance for luxury brand consumption.