Incorporating Customers Perceived Value of Luxury Natural Consumption

Abstract

The growth of luxury natural market has been showing contrasting trends with what h as been mentioned in previous literature related to luxury consumer behaviour in the last decade. Although previous studies on luxury consumption have focused on perceived values, lack of study has been conducted in luxury natural consumption. A luxury natural cosmetic, which is a niche market with unique products, is a product category suitable for consumers with specific needs. This market is reflected by consumers are becoming more concerned about the hazardous impacts of their health. The main purpose of this paper to integrated luxury natural customers perceived value, their perceived of price, product safety, and prestige value of product and repurchase intention of luxury natural skin care products. All the relationship among independent variables and dependent variable were examined via an empirical investigation of 302 consumers of luxury natural skin care products in Thailand. A structural equation modeling using the partial least squares (PLS) was employed to test the measurement and structural models. The results show that price value, product safety value, and prestige value had significant positive relations with repurchase intention. Thus, this study provides useful evidence for marketers to better understand the dynamic of price value, product safety value and prestige value in relation to consumer repurchase intention luxury natural skin care products. Additionally, the results provide special insight into evaluating Thai consumers' perception of value and developing successful marketing strategies.