Aspirational Consumption of Luxury Products Among Young BoP Consumers: A Brand Value Exploration
(A2025-125040)

AUTHORS

Kaidong Yu, City University of Macau

ABSTRACT

This study investigates luxury brand consumption behavior among Generation Z (Gen-Z) consumers at the bottom of the pyramid (BoP) in China, from a brand value perspective. Using netnography, data were collected from online communities like Little Red Book and Zhihu. Thematic analysis identified five core luxury brand values for BoP Gen-Z consumers: functional, symbolic, experiential, emotional, and aspirational. Based on engagement with these values, distinct typologies of consumers emerged. This research extends luxury brand value theory by contextualizing it within the BoP segment, offering a novel integration of brand values and consumer typology. The findings provide practical insights for luxury brand managers to develop more targeted marketing strategies, tailored to the unique characteristics of Gen-Z BoP consumers.