Identifying Purchase Intention for Luxury Goods from Generation Z Consumers: A Comparison between England and Turkey
Aftab Dean, Ph.D; Aysel Kurnaz, Ph.D

Abstract
This study aims to examine the meaning ascribed to luxury by consumers in England and Turkey in terms of their luxury value perception and their influence on purchase intention. The findings will be contextualized by adopting Hofstede’s cultural dimensions, which bring a holistic perspective on the cultural identifies of countries. The population of the study consisted of university generation Z students studying at large modern universities in England and Turkey. A questionnaire was administered to a large sample at both universities that yielded 1133 completed acceptable responses for analysis. Inferential analysis revealed that financial, individual and social dimensions of luxury value perception were significant in influencing purchase intention for English and Turkish students. However, individual value was considerably higher for Turkish students while both financial and social value perceptions higher for English students. This paper provides supporting evidence of the key cultural differences of luxury value perception and how they significantly influence purchase intention among generation Z consumers in England and Turkey.

Full Text: PDF