Consumer Behavior

Adolescent Consumers’ Luxury Consumption: The Consumer Socialization Perspective

Authors
  • Juha Park orcid logo (Seoul National University)
  • Jaehoon Chun (Seoul National University)

Abstract

Along with the recent expansion of the age group purchasing luxury goods, the barriers to opportunities to purchase luxury goods are gradually lowering. This study examined Korean adolescents' consumer socialization from the luxury consumption perspective. The research conducted in-depth interviews with 26 Korean adolescents aged 14 to 24. This study followed the interpretative procedure for qualitative research data by Giorgi. The outcomes of consumer socialization have two characteristics. First, adolescents engaged in reselling used luxury goods for purchasing new ones or sharing information about a limited-time offer and cross-border shopping with anonymous others online instead of impulsively buying luxury goods. This enabled them to pursue reasonable consumption through information search and comparison from various angles. Second, they authenticate their purchased luxury goods through social media posts and exchange positive feedback with unspecifie others. Consequently, consumer socialization outcomes for adolescents extend beyond consumption-related attitudes such as repeated purchases or positive perceptions of luxury goods. 

Keywords: consumer socialization, luxury consumption, social media, korean youth, adolescent

How to Cite:

Park, J. & Chun, J., (2024) “Adolescent Consumers’ Luxury Consumption: The Consumer Socialization Perspective”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17250

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Published on
22 Jan 2024
Peer Reviewed