Determining online consumer’s luxury purchase intention: The influence of antecedent factors and the moderating role of brand awareness, perceived risk, and web atmospherics

Abstract

The Internet has become the fastest-growing way to sell luxury products. Purchase intention for luxury products in online stores has taken attention in the last few years since the sector has proliferated. The primary objective of this study is to examine the impact of various factors such as Product knowledge, Price consciousness, Perceived enjoyment, Perceived ease of usage, and usefulness on online luxury purchase intention in developing countries like Pakistan. Data was collected from 267 luxury fashion customers in Pakistan through an online questionnaire, and the results were analyzed using Smart PLS-SEM. In addition, the paper investigates the moderating effect of Perceived risk, Brand awareness and Web Atmospheric on the link between the Attitude and Online Luxury Purchase Intentions of the consumer to buy luxury fashion products online. The framework of this study is validated by structural equation modelling (SEM). The findings of this study show that perceived enjoyment, price consciousness, and Perceived ease of use significantly and positively impact online luxury purchase intention. Additionally, the findings indicated that brand awareness, perceived risk, and web atmospherics each intervened as moderators in the relationship between attitudes toward purchasing luxury products and online luxury purchase intentions. Product knowledge is not directly related to online purchase intention, but Attitude plays a mediating role in the relationship between product knowledge and online luxury buying purpose. In the context of luxury product intention, this study is one of the first to investigate the moderating effect that brand awareness, perceived risk, and web atmospherics play. It will help luxury brands develop the right tactics for selling luxury goods online in developing countries like Pakistan.

Determinants of Green Purchase Behavior: An Implication of Theory of Reasoned Action

“…Over the past decade significant changes have been observed in Pakistan's Climate due to environmental degradation, impacting health and socio-economic well-being. Research indicates that while increased environmental awareness promotes green products, actual purchasing behavior may not always align with intentions (Majeed et al, 2024). Studies have shown conflicting results on the relationship between consumer attitude and purchase intention (Soomro et al, 2020).…”

“…The study suggests integrating consumer behavior factors into future research to assess actual environmental concerns and responsibility. Majeed et al (2024), found that environmental concerns negatively impact the pricing and social status of consumers who buy green products in Pakistan. It further suggested the need to explore environmental concerns and purchase as contributors.…”

“…Strong positive subjective norms result in positive consumer behavior towards product purchase while weak or negative norms can have a detrimental impact on both individual buyers and their community as a whole. Overall, subjective norms within society are predictive of consumer purchasing behavioral intentions (Majeed et al, 2024).…”

“…Consumer perception of environmental concern influences the willingness to buy ecofriendly products. Short-term utility considerations can diminish green purchasing behavior when environmental concerns are low, while high environmental awareness leads to greater consideration of long-term benefits for the environment and health, resulting in increased green purchasing behavior (Majeed et al, 2024). Environmental consciousness promotes ecofriendly behaviors and green attitudes to contribute to a healthier environment.…”

“…There is a huge gap between consumer green purchase products and actual green purchase behavior. In Pakistan according to the report of the Environmental Protection Index (Wolf, 2022), the country ranks at 176 among 180 countries in terms of environment sustainability (Majeed, Aftab, Arslan, & Shakeel, 2024). The electronic industry in Pakistan has the potential for energy conservation, but consumer green purchasing behavior is currently low (Bank, 2019).…”