The lgbtqai+ community and luxury brands: Exploring drivers of luxury consumption in south africa

Despite luxury consumption exemplifying an important component of modern LGBTQAI+ culture, and LGBTQAI+ consumers representing a growing and profitable niche market, limited research has focused on understanding the drivers of luxury consumption among these consumers. Therefore, this study investigates the underlying motivations for luxury consumption among South African LGBTQIA+ consumers. A web-based self-completion questionnaire was used to collect data. A total of 157 questionnaires were collected. Using Structural Equation Modelling analysis, the results indicated that materialism, perceived quality, and brand consciousness positively and significantly influence luxury consumption among LGBTQIA+ consumers. In addition, the results also revealed a negative relationship between exclusivity and luxury consumptions. The findings of this study will help luxury brands and marketers to better understand LGBTQAI+ consumers. Luxury brands need to adjust their plans to accommodate the LGBTQAI+ market and ensure that their marketing efforts are inclusive of this valuable market segment.