This study investigates the phenomenon of luxury from a consumer perspective, by means of multisited phenomenological inquiry. The findings expand the pervasive view of luxury as accumulation of highly valued goods by offering a transformative perspective of luxury as transforming the life of distant others by giving them valuable philanthropic gifts and thereby ultimately transforming the self of the giver. The paper shows how giving away economic capital (money and time), social capital (networks and influence), and cultural capital (skills and knowledge) to non-related others can provide the giver with a sense of luxury in terms of pleasure, purpose and connection with humankind. Thus, the findings not only extend the traditional conceptualization of luxury from having to giving, but also challenge current conceptualizations of sharing out as non-reciprocal pro-social behavior by illustrating how 'the luxury of giving' relies on both pro-social and pro-ego consumption rationales, which implicitly include circular reciprocation.
The luxury of igniting change by giving: transforming yourself while transforming others' lives"What does one person give to another? He gives of himself, of the most precious he has, he gives of his life. This does not necessarily mean that he sacrifices his life for the otherbut that he gives him of that which is alive in him; he gives him of his joy, of his interest, of his understanding, of his knowledge, of his humor, of his sadnessof all expressions and manifestations of that which is alive in him. In thus giving of his life, he enriches the other person, he enhances the other's sense of aliveness by enhancing his own sense of aliveness.He does not give in order to receive; giving is in itself exquisite joy. But in giving he cannot help bringing something to life in the other person, and this which is brought to life reflects back to him." -Erich Fromm