Author(s): Shruti Gill, Gurpreet Singh Bhatia,
This paper analyzes the impact of hedonic, individual, social, and functional perceptions on luxury purchase in India. A total of 208 valid responses were analyzed using Partial Least Squares Structural Equation (PLS-SEM) modelling. The constructs of bandwagon effect and product quality & craftsmanship were significant predictors of purchase intention, while hedonic and social values were insignificant. The sustainability orientation construct did not moderate key relationships and displayeds only a marginal direct effect. The findings suggest that social conformity and perceived quality dominanate in luxury consumption in India, and sustainability awareness does not affect the purchase intentions of luxury products. This study implies that in emerging markets like India, hedonism outweigh sustainable aspects of luxury purchase intention.