Purchase Intention in Luxury Food: The Role of Materialism, Social Comparison, and Bandwagon Effect
Downloads
Objective: This research aims to examine the influence of materialism, social comparison, and the bandwagon effect on purchase intention for luxury food products.
Design/Methods/Approach: This study adopts a quantitative approach and employs Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) using the SmartPLS 3 software. An online survey was conducted by distributing a questionnaire among 200 respondents.
Findings: The results indicate a significant influence of materialism and the bandwagon effect on purchase intention. In contrast, no significant influence is found in the effect of social comparison on purchase intention.
Originality/Value: This research contributes to the academic and marketing fields by providing insights into the role of materialism, social comparison, and the bandwagon effect on purchase intention, particularly in the luxury food product category.
Practical/Policy implications: The findings of this study could be beneficial for marketers looking to promote their products, specifically in the luxury food category. Businesses could create distinctive products and promotions, such as offering limited edition menus or exclusive deals for VIP members, like access to secret menus or unique discounts. Marketers could utilize social media platforms by selecting influencers that align with the brand's luxury concept and appeal to the target audience. Viral campaigns also encourage audiences to compare themselves with social media celebrities, leading to a bandwagon effect and increasing brand loyalty.
Ahuvia, A. C., & Wong, N. Y. (2002). Personality and Values Based Materialism: Their Relationship and Origins. Journal of Consumer Psychology, 12(4), 389–402. https://doi.org/10.1207/15327660260382414
Akturan, U., & Bozbay, Z. (2018). Attractiveness, Purchase Intention, and Willingness to Pay More for Global Brands: Evidence from Turkish Market. Journal of Promotion Management, 24(6), 737–754. https://doi.org/10.1080/10496491.2017.1408522
Bahri-Ammari, N., Coulibaly, D., & Ben Mimoun, M. S. (2020). The bandwagon luxury consumption in Tunisian case: The roles of independent and interdependent self-concept. Journal of Retailing and Consumer Services, 52, 101903. https://doi.org/10.1016/j.jretconser.2019.101903
Barber, N., Kuo, P., Bishop, M., & Goodman, R. (2012). Measuring psychographics to assess purchase intention and willingness to pay. Journal of Consumer Marketing, 29(4), 280–292. https://doi.org/10.1108/07363761211237353
Barrera, G. A., & Ponce, H. R. (2021). Personality traits influencing young adults' conspicuous consumption. International Journal of Consumer Studies, 45(3), 335–349. https://doi.org/10.1111/ijcs.12623
Belch, G. E., & Belch, M. A. (2017). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education.
Buunk, A. P., & Dijkstra, P. (2011). Does attractiveness sell? Women's attitude toward a product as a function of model attractiveness, gender priming, and social comparison orientation. Psychology & Marketing, 28(9), 958–973. https://doi.org/10.1002/mar.20421
Buunk, B. P., Zurriaga, R., Peíró, J. M., Nauta, A., & Gosalvez, I. (2005). Social Comparisons at Work as Related to a Cooperative Social Climate and to Individual Differences in Social Comparison Orientation. Applied Psychology, 54(1), 61–80. https://doi.org/10.1111/j.1464-0597.2005.00196.x
Collins, R. L. (1996). For better or worse: The impact of upward social comparison on self-evaluations. Psychological Bulletin, 119(1), 51–69. https://doi.org/10.1037/0033-2909.119.1.51
Das, M., Habib, M., Saha, V., & Jebarajakirthy, C. (2021). Bandwagon vs snob luxuries: Targeting consumers based on uniqueness dominance. Journal of Retailing and Consumer Services, 61, 102582. https://doi.org/10.1016/j.jretconser.2021.102582
Eastman, J. K., Iyer, R., Shepherd, C. D., Heugel, A., & Faulk, D. (2018). Do they shop to stand out or fit in? The luxury fashion purchase intentions of young adults. Psychology & Marketing, 35(3), 220–236. https://doi.org/10.1002/mar.21082
Gentina, E., Huarng, K.-H., & Sakashita, M. (2018). A social comparison theory approach to mothers' and daughters' clothing co-consumption behaviors: A cross-cultural study in France and Japan. Journal of Business Research, 89, 361–370. https://doi.org/10.1016/j.jbusres.2017.12.032
Ger, G., & Belk, R. W. (1996). Cross-cultural differences in materialism. Journal of Economic Psychology, 17(1), 55–77. https://doi.org/10.1016/0167-4870(95)00035-6
Ghozali, I., & Latan, H. (2014). Partial Least Squares Konsep, Metode dan Aplikasi menggunakan Program WarPLS 4.0. Badan Penerbit Universitas Diponegoro.
Guimond, S., Branscombe, N. R., Brunot, S., Buunk, A. P., Chatard, A., Désert, M., Garcia, D. M., Haque, S., Martinot, D., & Yzerbyt, V. (2007). Culture, gender, and the self: Variations and impact of social comparison processes. Journal of Personality and Social Psychology, 92(6), 1118–1134. https://doi.org/10.1037/0022-3514.92.6.1118
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2013). Multivariate Data Analysis. Pearson Education Limited.
Hudders, L. (2012). Why the devil wears Prada: Consumers' purchase motives for luxuries. Journal of Brand Management, 19(7), 609–622. https://doi.org/10.1057/bm.2012.9
indonesia.go.id. (2021). Kontribusi PDB Terbesar dari Sektor Mamin. Portal Informasi Indonesia.
Jardine, A. (2021). Häagen-Dazs redefines "luxury” with a new creative platform from Cartwright. Ad Age.
Kardes, F., Cronley, M., & Cline, T. (2010). Consumer Behavior. Cengage Learning.
Kastanakis, M. N., & Balabanis, G. (2012). Between the mass and the class: Antecedents of the "bandwagon” luxury consumption behavior. Journal of Business Research, 65(10), 1399–1407. https://doi.org/10.1016/j.jbusres.2011.10.005
Kementrian Perindustrian Republik Indonesia. (2021). Kemenperin: Pandemi Ubah Pola Konsumsi, Industri Makanan Perlu Berinovasi. Kemenperin.Go.Id.
Kilbourne, W., Grünhagen, M., & Foley, J. (2005). A cross-cultural examination of the relationship between materialism and individual values. Journal of Economic Psychology, 26(5), 624–641. https://doi.org/10.1016/j.joep.2004.12.009
Kotler, P., & Keller, K. L. (2015). Marketing management. Pearson Education.
Lei, Q., & Wang, L. (2018). An Analysis of Materialism and Bandwagon Consumption Influencing on Subjective Well-being. DEStech Transactions on Social Science, Education and Human Science, ichss. https://doi.org/10.12783/dtssehs/ichss2017/19574
Leibenstein, H. (1950). Bandwagon, Snob, and Veblen Effects in the Theory of Consumers' Demand. The Quarterly Journal of Economics, 64(2), 183. https://doi.org/10.2307/1882692
Lennox, R. D., & Wolfe, R. N. (1984). Revision of the Self-Monitoring Scale. Journal of Personality and Social Psychology, 46(6), 1349–1364. https://doi.org/10.1037/0022-3514.46.6.1349
Lewin, K. M., Ellithorpe, M. E., & Meshi, D. (2022). Social comparison and problematic social media use: Relationships between five different social media platforms and three different social comparison constructs. Personality and Individual Differences, 199, 111865. https://doi.org/10.1016/j.paid.2022.111865
Lin, L., & Lu, C. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word"of"mouth. Tourism Review, 65(3), 16–34. https://doi.org/10.1108/16605371011083503
Ling, K. C., Chai, L. T., & Piew, T. H. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers' Online Purchase Intention. International Business Research, 3(3), 63. https://doi.org/10.5539/ibr.v3n3p63
Mainolfi, G. (2020). Exploring materialistic bandwagon behaviour in online fashion consumption: A survey of Chinese luxury consumers. Journal of Business Research, 120, 286–293. https://doi.org/10.1016/j.jbusres.2019.11.038
Mandel, N., Petrova, P. K., & Cialdini, R. B. (2006). Images of Success and the Preference for Luxury Brands. Journal of Consumer Psychology, 16(1), 57–69. https://doi.org/10.1207/s15327663jcp1601_8
Miller, E., & Halberstadt, J. (2005). Media Consumption, Body Image and Thin Ideals in New Zealand Men and Women. New Zealand Journal of Psychology, 34(3189–195).
Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Purchase Intention. Journal of Multidisciplinary Engineering Science and Technology.
Mothersbaugh, D. L., Hawkins, D. I., & Kleiser, S. B. (2019). Consumer Behavior: Building Marketing Strategy. McGraw-Hill Education.
Nadeau, R., Cloutier, E., & Guay, J.-H. (1993). New Evidence About the Existence of a Bandwagon Effect in the Opinion Formation Process. International Political Science Review, 14(2), 203–213. https://doi.org/10.1177/019251219301400204
Official Häagen-Dazs®. (n.d.). Ice Cream, Sorbet, and Ice Cream Bars. Icecream.Com.
O'Shaughnessy, J., & Jackson O'Shaughnessy, N. (2002). Marketing, the consumer society and hedonism. European Journal of Marketing, 36(5/6), 524–547. https://doi.org/10.1108/03090560210422871
Pillai, K. G., & Nair, S. R. (2021). The effect of social comparison orientation on luxury purchase intentions. Journal of Business Research, 134, 89–100. https://doi.org/10.1016/j.jbusres.2021.05.033
Rehmani, M., & Ishfaq, M. (2011). The Impact of E-Media on Customer Purchase Intention. International Journal of Advanced Computer Science and Applications, 2(3). https://doi.org/10.14569/IJACSA.2011.020317
Rezvani, S., Javadian Dehkordi, G., Sabbir Rahman, M., Fouladivanda, F., Habibi, M., & Eghtebasi, S. (2012). A Conceptual Study on the Country of Origin Effect on Consumer Purchase Intention. Asian Social Science, 8(12). https://doi.org/10.5539/ass.v8n12p205
Richins, M. L. (1994). Special Possessions and the Expression of Material Values. Journal of Consumer Research, 21(3), 522. https://doi.org/10.1086/209415
Richins, M. L. (2004). The Material Values Scale: Measurement Properties and Development of a Short Form. Journal of Consumer Research, 31(1), 209–219. https://doi.org/10.1086/383436
Richins, M. L. (2011). Materialism, Transformation Expectations, and Spending: Implications for Credit Use. Journal of Public Policy & Marketing, 30(2), 141–156. https://doi.org/10.1509/jppm.30.2.141
Richins, M. L., & Dawson, S. (1992). A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation. Journal of Consumer Research, 19(3), 303. https://doi.org/10.1086/209304
Sabir, I., Azam, A., Majid, M. B., Mahmud, M. S. bin, & Sabir, N. (2020). The Bandwagon Effect and Consumption of Fashion Goods: A Case of Young Consumers of Pakistan. Scholedge International Journal of Management & Development ISSN 2394-3378, 7(5), 88. https://doi.org/10.19085/sijmd070502
Sekaran, U., & Bougie, R. (2016). Research Method for Business: a Skill-Building Approach. Wiley.
Shaikh, S., Malik, A., Akram, M. S., & Chakrabarti, R. (2017). Do luxury brands successfully entice consumers? The role of bandwagon effect. International Marketing Review, 34(4), 498–513. https://doi.org/10.1108/IMR-09-2014-0302
Shammout, E., D'Alessandro, S., Small, F., & Nayeem, T. (2022). Lifting the curtain on cultural values, materialism and luxury consumption: Evidence from Jordan. Journal of Consumer Behaviour, 21(5), 987–1001. https://doi.org/10.1002/cb.2053
Solomon, M. R. (2013). Consumer Behavior : Buying, Having, and Being. Pearson International Edition.
Tsai, W. S., Yang, Q., & Liu, Y. (2013). Young Chinese Consumers' Snob and Bandwagon Luxury Consumption Preferences. Journal of International Consumer Marketing, 25(5), 290–304. https://doi.org/10.1080/08961530.2013.827081
van der Veen, M. (2003). When is food a luxury? World Archaeology, 34(3), 405–427. https://doi.org/10.1080/0043824021000026422
Wang, X., Chen, W.-F., Hong, Y.-Y., & Chen, Z. (2022). Perceiving high social mobility breeds materialism: The mediating role of socioeconomic status uncertainty. Journal of Business Research, 139, 629–638. https://doi.org/10.1016/j.jbusres.2021.10.014
White, K., & Lehman, D. R. (2005). Culture and Social Comparison Seeking: The Role of Self-Motives. Personality and Social Psychology Bulletin, 31(2), 232–242. https://doi.org/10.1177/0146167204271326
Wiedmann, K., Hennigs, N., & Siebels, A. (2009). Value"based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625–651. https://doi.org/10.1002/mar.20292
Wong, N., & Ahuvia, A. C. (1998). Personal Taste and Family Face: Luxury Consumption in Confucian and Western Societies. Psychology and Marketing, 15(5), 423–441.
Wood, J. V. (1989). Theory and research concerning social comparisons of personal attributes. Psychological Bulletin, 106(2), 231–248. https://doi.org/10.1037/0033-2909.106.2.231
Yudistira, A. (2021). Pengaruh Bandwagon Effect, Veblen Effect, Dan Pendapatan Terhadap Keputusan Pembelian Sepeda di Masa Pandemi Covid-19. Jurnal Ilmiah Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Brawijaya.
Zhang, B., & Kim, J.-H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Services, 20(1), 68–79. https://doi.org/10.1016/j.jretconser.2012.10.007
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business Research Methods (9th ed.). New York South-Western.
Copyright (c) 2024 Rinda Andriana, Tanti Handriana, Crisphine Lyana Dunstan
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. The author(s) hold the copyright of the article without restrictions.
2. The author(s) retain publishing rights without restrictions
3. The legal formal aspect of journal publication accessibility refers to Creative Commons Attribution (CC BY).
