International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Determinants of Purchase Intention Among Young Indian Consumers Towards Luxury Fashion Brands: The Role of Brand Image, Attitude, and Behavioral Factors

Author(s) Prasun Gagan, Dr. Vivek Kumar Singh
Country India
Abstract This study investigates the key determinants influencing young Indian consumers’ purchase intention toward luxury fashion brands, emphasizing the role of brand image, attitude, subjective norms, and perceived behavioral control. Drawing upon the Theory of Planned Behavior (TPB), a structured questionnaire was administered to 400 respondents aged 18–35 years across major Indian metropolitan cities. The data were analyzed using correlation, multiple regression, and mediation analysis to test six hypotheses. Results reveal that attitude, brand image, subjective norms, and perceived behavioral control significantly influence purchase intention, with attitude emerging as the strongest predictor. Brand image also shows a positive relationship with attitude, confirming that favorable perceptions enhance emotional attachment to luxury brands. Mediation analysis further demonstrates that attitude partially mediates the relationship between brand image and purchase intention. The findings highlight that young consumers’ luxury buying decisions are primarily driven by personal and emotional evaluations rather than social pressure or affordability. This study contributes to the growing body of literature on luxury consumer behavior in emerging markets and provides actionable insights for luxury fashion marketers to develop brand strategies centered on image building, emotional resonance, and digital engagement.
Keywords Luxury fashion brands; purchase intention; brand image; attitude; subjective norms; perceived behavioral control; Theory of Planned Behavior (TPB); young consumers; India; consumer behavior.
Published In Volume 7, Issue 1, January-February 2025
Published On 2025-01-04
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E-ISSN 2582-2160
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IJFMR DOI prefix is
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