Exploring luxury consumption motives in China

Gong Sun

Research output: Contribution to journalMeeting abstract


As a central driving force in modern consumer society, it is widely agreed that materialism is associated with luxury consumption (Brannen, 1992; Tatzel, 2002; Wong & Ahuvia, 1998). Nevertheless, the mechanism of how materialism exerts impacts on luxury consumption seems completely unclear. Because consumers’ needs would be met through the purchase of particular products (Yau, 1994), consumer motives can be the antecedents of purchase attitudes and behaviors. Hence we hypothesize that materialism could influence luxury purchase through consumption motives.
Original languageEnglish
Pages (from-to)78-79
Number of pages2
JournalExpo 2012 Higher Degree Research : book of abstracts
Publication statusPublished - 2012
EventHigher Degree Research Expo (8th : 2012) - Sydney
Duration: 12 Nov 201213 Nov 2012


  • Luxury consumption
  • Motives
  • China
  • Materialism


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