The Influence of Perceived Authenticity and Ethical Brand Practices on Purchase Intention for Luxury Products: A Cross-Generational Perspective

The luxury market is undergoing a significant transformation, moving beyond traditional drivers of exclusivity and status to embrace values-driven consumption. This paper investigates how perceived brand authenticity and perceived ethical brand practices influence consumer purchase intention for luxury products, with a particular focus on cross-generational differences. Drawing upon signaling theory, social identity theory, and the theory of planned behavior, we propose a conceptual model positing that these non-traditional attributes are increasingly critical drivers of luxury consumption. A quantitative survey methodology was employed, collecting data from 750 consumers across three distinct generational cohorts (Gen X, Millennials, and Gen Z). Our findings indicate that both perceived authenticity and ethical brand practices significantly positively impact luxury purchase intention. Crucially, the influence of ethical brand practices is significantly stronger for younger generations (Millennials and Gen Z) compared to Gen X, while perceived authenticity holds considerable weight across all cohorts, albeit with nuanced generational variations. These results offer novel theoretical insights into the evolving landscape of luxury consumer behavior and provide actionable strategies for luxury brands aiming to resonate with a diverse, values-conscious consumer base. The study highlights the strategic imperative for luxury brands to integrate genuine authenticity and robust ethical frameworks into their core brand narrative and operations.