Intention of and commitment towards purchasing luxury products

Purpose The purpose of this study is to empirically probe into the impact of product-related factors on the purchase intention (PI) of luxury products by Muslim consumers in Malaysia and their commitment to purchase (CP) these products. It tests if PI influences CP and how moderating variables affect the PI–CP relationship in the context of purchase of such products. Design/methodology/approach Data were collected from a sample of 186 Muslim consumers drawn through a series of carefully conducted mall intercept interviews in six major shopping malls located in different parts of Kuala Lumpur, Malaysia, using a structured, self-administered survey questionnaire. Data were analyzed using a moderated regression analysis. Findings Although Islam does not seem to encourage spending on luxuries, sampled Muslim consumers did not seem to have much inhibition about purchasing luxury products. Their PI was found to be significantly influenced by product advantage and brand awareness, while PI–CP relationship pertaining to luxury products appeared to be positive. Of the two moderating variables examined in the study, only advertising exposure was found to strengthen the PI–CP relationship, while perceived risk, the other moderating variable, seemed to weaken it. Research limitations/implications As the study was conducted in a single country setting (i.e. Malaysia), the findings may lack generalizability. Future researchers may enlarge the scope of the study by including other countries, particularly other Muslim countries, to obtain generalized findings. Practical implications Manufacturers as well as marketers of luxury products should emphasize the product-related factors in their promotional efforts and increase familiarity of the brand through repeated exposures for brand recognition and brand recall. Social implications This study also provides food for thought for Muslim scholars and researchers about the Muslim consumer psyche. Originality/value To date, this is the first research undertaking to empirically study the PI–CP relationship in the context of purchase of luxury products in a predominantly Muslim country. The study will be useful to marketers, academics and other researchers working in this area.