The Influence of Materialism on Consumption Values: A Case of Luxury Goods
(R2021-104106)

AUTHORS

kedwadee Sombultawee, Thammasat University

KEYWORDS

consumption values; materialism; price value

ABSTRACT

The objective of this research was to investigate the relationship of materialism and consumption values in the context of luxury goods purchase decisions. Following studies that have proposed that Sheth, Newman and Gross’s (1991) theory of consumption values could explain luxury consumption, this research tested the effect of materialism on six consumption values. The primary research was a quantitative online survey of Thai consumers (n = 149). Correlations showed that, as expected, the consumption values were independent. However, regression showed that materialism did have an effect on values including conditional value, social value, and price value (negative). The implication of this study is that consumption values could play an intermediate role between consumer materialism and luxury purchase decisions.