Published Online:March 2026
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM030326
DOI:10.71329/IUPJBRM/2026.23.1.49-71
Author Name:M Krishnakumar, Rajish K Ravindran and Jaya Mathew
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:49-71
The paper investigates how consumer traits, value perception, normative influence, brand salience, and brand resonance among Gen Z Indian consumers influence their purchase intention for luxury fashion goods. Data was collected by distributing an online structured self-administered questionnaire to 130 respondents and analyzed using partial least squares structural equation modeling. The results indicate a notable impact of consumer traits, value perception, normative influence, brand salience, and brand resonance on the purchase intention of Indian Gen Z consumers towards luxury fashion products. The findings have theoretical and practical implications for luxury brand marketers in emerging economies. Previous studies have highlighted millennial consumer traits such as country-of-origin preference, brand prestige, and normative influence. However, consumer characteristics influencing luxury purchase intention may also be influenced by factors like willingness to try new fashion trends, level of fashion awareness, and brand consciousness
India’s luxury fashion market, valued at $12 bn, is witnessing substantial growth due to globalization, improved economic conditions, and the influence of social media marketing (Anumeha, 2025). Improved economic conditions have increased disposable income and expanded the affluent population.