This study aims to understand the purchase behavior of young Indian consumers regarding luxury jewelry from a Theory of Planned Behavior perspective. The research investigates the relationships between brand attitude, subjective norm, perceived behavioral control, hedonic value, conspicuous value, and purchase intention. Additionally, it explores the potential moderating effect of globalist tendencies on these relationships. The study employs a quantitative approach, utilizing hypothesis testing and statistical analysis to analyze data collected from 241 young Indian consumers.
The results reveal several significant findings. Firstly, the study supports the hypotheses that brand attitude positively influences both hedonic value and conspicuous value, indicating that favorable brand attitudes are associated with higher levels of perceived hedonic and conspicuous value in luxury jewelry purchases. Similarly, subjective norm is found to have a positive impact on both hedonic value and conspicuous value, suggesting that societal and social influences play a role in shaping consumers' perceptions of value in luxury jewelry. However, perceived behavioral control does not significantly affect hedonic value or conspicuous value. Furthermore, the study confirms that both hedonic value and conspicuous value positively influence purchase intention of luxury jewelry among young Indian consumers. Consumers who perceive higher levels of hedonic or conspicuous value are more likely to express a stronger intention to purchase luxury jewelry. However, the moderating effect of globalist tendencies on these relationships is not supported. Being a high level of globalist does not significantly moderate the relationships between value perceptions and purchase intention in the context of luxury jewelry.
Additional analysis reveals a significant positive relationship between subjective norm and purchase intention, indicating that social influences exert a substantial impact on young Indian consumers' intentions to purchase luxury jewelry. This highlights the importance of subjective norms as a motivational factor in driving luxury jewelry purchase intentions among young Indian consumers.

A deep dive into the growing Indian luxury market. Retrieved from.               https://www.vogue.in/fashion/content/a-deep-dive-into-the-growing-indian-luxury-market
Ajzen, I. (1991). The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior, Englewood Cliffs, NJ: Prentice-Hall.
Atwal, G. and Williams, A. (2017). Luxury brand marketing–the experience is everything! Journal of Brand Management, 16 (5/6), 338-346.
Bakir, A., Gentina, E., & de Araújo Gil, L. (2020). What shapes adolescents’ attitudes toward luxury brands? The role of self-worth, self-construal, gender and national culture. Journal of Retailing and Consumer Services, 57, 102208.
Belk, R.W. (1988). Possessions and the extended self, Journal of Consumer Research, 15(2), 139‐68
Berry, C. J. (1994). The Idea of Luxury: A Conceptual and Historical Investigation. Cambridge university press, 30.
Bhar, S., Lele, S., & Rao, N. D. (2022). Beyond income: correlates of conspicuous and luxury consumption in India. Sustainability: Science, Practice and Policy, 18(1), 142-157.
Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443-1451.
Chen, J. and Kim, S. (2013). A comparison of Chinese consumers’ intentions to purchase luxury fashion brands for self-use and for gifts, Journal of International Consumer Marketing, 25 (1), 29-44.
Choo, H., Chung, J.E. and Pysarchik, D.T. (2004). Antecedents to new food product purchasing behavior among innovator groups in India, European Journal of Marketing, 38 (5/6), 608-625.
Chu, SC., Kamal, S. (2011). An Investigation of Social Media Usage, Brand Consciousness, and Purchase Intention towards Luxury Products among Millennials. Okazaki, S. (eds) Advances in Advertising Research 2.
Common Objective, Luxury jewelry: Mine to market, Common Objective. (2018). Retrieved from https://www.commonobjective.co/article/luxury-jewellery-mine-to-market.
D’silva, B., D’silva, S., Modi, S., & Bulsaraa, H. (2009). Indian Consumer Ethnocentric Tendencies and the Innovative Marketing Challenges of Foreign Brands - An Empirical Study.
Das, M., Jebarajakirthy, C., & Sivapalan, A. (2022). How consumption values and perceived brand authenticity inspire fashion masstige purchase? An investigation. Journal of Retailing and Consumer Services, 68, 103023.
de Kerviler, G., & Rodriguez, C. M. (2019). Luxury brand experiences and relationship quality for Millennials: The role of self-expansion. Journal of Business Research, 102, 250-262.
Dimock, M. (2019). Defining generations: Where Millennials end and Generation Z begins. Pew Research Center, 17(1), 1-7.
Dubois, B., Czellar, S. and Laurent, G. (2005). Consumer segments based on attitudes toward luxury: empirical evidence from twenty countries, Marketing Letters, 16, 115-128.
Erdem, T., Swait, J., & Valenzuela, A. (2006). Brands as signals: A cross-country validation study. Journal of Marketing, 70(1), 34-49.
Fishbein, M. (1967). Attitude and the prediction of behavior. In M. Fishbein (Ed.), Readings in attitude theory and measurement, New York: Wiley, 477–492.
Fishbein, M. and Ajzen, I. (1975). Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley, Reading.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley.
Fitzmaurice, J. (2005). Incorporating consumers' motivations into the theory of reasoned action, Psychology and Marketing, 22(11), 911–929.
Francis, J., Eccles, M. P., Johnston, M., Walker, A. E., Grimshaw, J. M., Foy, R., ... & Bonetti, D. (2004). Constructing questionnaires based on the theory of planned behavior: A manual for health services researchers.
Gen Z and millennials are driving growth in the luxury-goods market. Retrieved from.  https://www.businessinsider.com/gen-z-millennials-buying-driving-luxury-market-bain-study-2022-11
Gao, L. (2009). Understanding consumer purchasing behavior regarding luxury fashion-related goods in China.
Herz, M., & Diamantopoulos, A. (2017). I use it but will tell you that I don’t: consumers’ country-of-origin cue usage denial. Journal of International Marketing, 25(2), 52–71.
Hirschman, E.C. and Holbrook, M.B. (1982). Hedonic consumption: emerging concepts, methods and propositions, Journal of Marketing, 46 (3), 92‐101.
Hofstede, G., Hofstede G. J., & Minkov, M. (2010). Cultures and Organizations: Software of the Mind. Revised and Expanded 3rd Edition. New York: McGraw-Hill.
Holt, D., Quelch, J.A. & Taylor, E.L. (2004). How global brands compete. Harvard Business Review, 82(9), 68–75.
Hong, I.B. and Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: intermediary trust vs. seller trust, International Journal of Information Management, 31 (5), 469-479.
Huang, Y. C., Jim Wu, Y. C., Wang, Y. C., & Boulanger, N. C. (2011). Decision making in online auctions. Management Decision, 49(5), 784-800.
Husain, R., Ahmad, A., & Khan, B. M. (2022). The role of status consumption and brand equity: A comparative study of the marketing of Indian luxury brands by traditional and social‐media. Global Business and Organizational Excellence, 41(4), 48-67.
Husic, M., & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management, 13, 231-245.
India Brand Equity Foundation IBEF - Gems and Jewelry Industry. (2020). Retrieved from.     https://www.ibef.org.
Iva, K. M., Stephen, R., & Nandini, V. (2012). Cross-national differences in global citizenship: Comparison of Bulgaria, India, and the United States. Journal of Globalization Studies, 3(2), 166-183.
Jain, S. (2019). Exploring relationship between value perception and luxury purchase intention: A case of Indian millennials, Journal of Fashion Marketing and Management: An International Journal, 23 (4), 414-439.
Jain, S. (2020). Role of conspicuous value in luxury purchase intention, Marketing Intelligence and Planning, 39 (2), 169-185.
Jain, S. (2022). Factors influencing online luxury purchase intentions: the moderating role of bandwagon luxury consumption behavior. South Asian Journal of Business Studies.
Jain, S., Khan, M.N. and Mishra, S. (2015a). Factors affecting luxury purchase intention: a conceptual framework based on an extension of the theory of planned behavior, South Asian Journal of Management, 22(4), 136-163.
Jain, S., Khan, M. N., & Mishra, S. (2017). Understanding consumer behavior regarding luxury fashion goods in India based on the theory of planned behavior. Journal of Asia Business Studies, 11(1), 4-21.
Jewelry Market Size, Share & Trends Analysis Report By Product (Necklace, Ring, Earring, Bracelet), By Material (Gold, Platinum, Diamond), By Region (North America, Europe), And Segment Forecasts. (2022).  Retrieved from.                                https://www.researchandmarkets.com/reports/
Joseph jewelry guide: Joseph Jewelry Bellevue Seattle Custom Jewelry. Retrieved from.  https://www.josephjewelry.com/guide/glossary/luxury.
Kapferer, J. N. (2017). Managing luxury brands. Advances in luxury brand management, 235-249.
Khan, I. and Fatma, M. (2017). Antecedents and outcomes of brand experience: an empirical study, Journal of Brand Management, 24(5), 439-452.
Kim, E., Ham, S., Yang, I. S., & Choi, J. G. (2013). The roles of attitude, subjective norm, and perceived behavioral control in the formation of consumers’ behavioral intentions to read menu labels in the restaurant industry. International Journal of Hospitality Management, 35, 203-213.
Kim, H. and Karpova, E. (2010). Consumer attitudes toward fashion counterfeits: application of the theory of planned behaviour, Clothing and Textiles Research Journal, 28(2), 79-94.
Kotler P, Armstrong G, Saunders J, Wong V. (1999). Principle of Marketing. Hall Europe, 527.
India Disposable Personal Income. (2023). Retrieved from.                                                                               https://take-profit.org/en/statistics/disposable-personal-income/india/ 
Indian consumer market, a change from pyramid to sparkling diamond. (2008). Retrieved from. https://www.ksoils.com/whitepapers/KS_WHITEPAPER_INDIAN_CONSUMER_MARKET.pdf
Lee, M. K., Cheung, C. M., & Chen, Z. (2005). Acceptance of Internet-Based Learning Medium: The Role of Extrinsic and Intrinsic Motivation. Information & Management, 42(8), 1095-1104.
LeVine, R. A., & Campbell, D. T. (1972). Ethnocentrism: Theories of Conflict, Ethnic Attitudes, and Group Behavior, John Wiley & Sons, New York.
Longman American Dictionary. (2000). 296.
Louis Vuitton India FY20 net jumps 57%. Retrieved from.                               https://economictimes.indiatimes.com/industry/services/retail/louis-vuitton-india-fy20-net-jumps-57/articleshow/81620979.cms?from=mdr
Loureiro, S.M.C. and de Araújo, C.M.B. (2014). Luxury values and experience as drivers for consumers to recommend and pay more, Journal of Retailing and Consumer Services, 21(3), 394-400.
Luxury goods - India. Retrieved from.                                        https://www.statista.com/outlook/cmo/luxury-goods/india
Ma, J., Hong, J., Yoo, B., & Yang, J. (2021). The effect of religious commitment and global identity on purchase intention of luxury fashion products: a cross-cultural study. Journal of Business Research, 137, 244-254.
MacKenzie, S. B., Podsakoff, P. M., & Podsakoff, N. P. (2011). Construct measurement and validation procedures in MIS and behavioral research: integrating new and existing techniques. MIS Quarterly, 35(2), 293-334.
Madden, T. J., Ellen, P. S., & Ajzen, I. (1992). A comparison of the theory of planned behavior and the theory of reasoned action. Personality and Social Psychology Bulletin, 18(1), 3-9.
Mason, R. S. (1992). Modeling the demand for status goods. Journal of Consumer Research, 12(3), 341-352.
Melnyk, V., Carrillat, F. A., & Melnyk, V. (2021). The influence of social norms on consumer behavior: A meta-analysis. Journal of Marketing, 86(3), 98–120.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude?. Journal of marketing research, 18(3), 318-332.
Moore, C. M., & Birtwistle, G. (2005). The nature of parenting advantage in luxury fashion retailing–the case of Gucci group NV. International Journal of Retail & Distribution Management, 33(4), 256-270.
Morton, L.P. (2002). Targeting Generation Y. Public Relations Quarterly, 47, 16-26.
Top 10 jewelry brands in India. (2022). Retrieved from. https://www.newindianexpress.com/expressdeals/other-categories/top-10-jewellery-brands-in-india/515.html
Okonkwo, U. (2016). Luxury Fashion Branding: Trends, Tactics, Techniques, Springer.
Özsomer, A. & Altaras, S. (2008). Global brand purchase likelihood: a critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16(4), 1–26.
Paul, J. (2015a). Market access and the mirage of marketing to the maximum: new measures, Asia Pacific Journal of Marketing and Logistics, 27(4), 676-688.
Paul, J. (2015b). Masstige marketing redefined and mapped: introducing a pyramid model and MMS measure, Marketing Intelligence and Planning, 33(5), 691-706
Paul, J. (2019). Masstige model and measure for brand management, European Management Journal, 37(3), 299-312.
Pillai, K. G., & Nair, S. R. (2021). The effect of social comparison orientation on luxury purchase intentions. Journal of Business Research, 134, 89-100.
Rawwas, M. Y., Rajendran, K. N., & Wuehrer, G. A. (1996). The influence of worldmindedness and nationalism on consumer evaluation of domestic and foreign products. International Marketing Review, 13(2), 20-38.
Rehman, A. U. (2022). Consumers' perceived value of luxury goods through the lens of Hofstede cultural dimensions: A cross‐cultural study. Journal of Public Affairs, 22(4), e2660.
Rehman, A. U., Al Shammari, S., & Al-Mamary, Y. H. (2022). Role of religiosity and the mediating effect of luxury value perception in luxury purchase intention: A cross-cultural examination. Journal of Islamic Marketing, 13(4), 975-995.
Rodrigues, C., & Rodrigues, P. (2019). Brand love matters to Millennials: the relevance of mystery, sensuality and intimacy to neo-luxury brands. Journal of Product & Brand Management, 28(7), 830-848.
Roswinanto, W. and Strutton, D. (2014). Investigating the advertising antecedents to and consequences of brand experience, Journal of Promotion Management, 20(5), 607-627.
Ryu, K., Han, H., & Jang, S. (2010). Relationships among hedonic and utilitarian values, satisfaction and behavioral intentions in the fast‐casual Restaurant Industry. International Journal of Contemporary Hospitality Management, 22(3), 416–432.
Salehzadeh, R., & Pool, J. K. (2017). Brand attitude and perceived value and purchase intention toward global luxury brands. Journal of International Consumer Marketing, 29(2), 74-82.
Sanyal, S. N., Mazumder, R., Singh, R., & Sharma, Y. (2021). Uncertainty and affluent teenagers’ luxury buying-decision: The role of avoidance-related indecisiveness. Journal of Retailing and Consumer Services, 58, 102305.
Sanyal, S.N., Datta, S.K. and Banerjee, A.K. (2014). Attitude of Indian consumers towards luxury brand purchase: an application of ‘attitude scale to luxury items’, International Journal Indian Culture and Business Management, 9(3), 316-339.
Schivinski, B. and Dabrowski, D. (2014). The effect of social media communication on consumer perceptions of brands, Journal of Marketing Communications, 22(2), 189–214.
Shahid, S., Islam, J. U., Farooqi, R., & Thomas, G. (2023). Affordable luxury consumption: An emerging market's perspective. International Journal of Emerging Markets, 18(2), 316-336.
Shamlou, Z., Saberi, M. K., & Amiri, M. R. (2022). Application of theory of planned behavior in identifying factors affecting online health information seeking intention and behavior of women. Aslib Journal of Information Management, 74(4), 727-744.
Shankar, A., & Jain, S. (2021). Factors affecting luxury consumers’ webrooming intention: a moderated-mediation approach. Journal of Retailing and Consumer Services, 58, 102306.
Sharma, P., Pradhan, S., & Srivastava, A. (2021). Understanding the luxury purchase intentions of young consumers: a qualitative analysis. Asia-Pacific Journal of Business Administration, 13(4), 452-476.
harma, R. (2016). Effect of celebrity endorsements on dimensions of customer-based brand equity: Empirical evidence from Indian luxury market. Journal of Creative Communications, 11(3), 264-281.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Consumption values and market choices: Theory and applications. (No Title). 
Shim, S., Eastlick, M. A., Lotz, S. L., & Warrington, P. (2001). An online prepurchase intentions model: the role of intention to search: best overall paper award—The Sixth Triennial AMS/ACRA Retailing Conference. Journal of Retailing, 77(3), 397-416.
Shimul, A. S., & Phau, I. (2022). Luxury brand attachment: Predictors, moderators and consequences. International Journal of Consumer Studies, 46(6), 2466-2487.
Shukla, P. (2008). Conspicuous consumption among middle age consumers: psychological and brand antecedents. Journal of Product & Brand Management, 17(1), 25-36.
Shukla, P., & Rosendo-Rios, V. (2021). Intra and inter-country comparative effects of symbolic motivations on luxury purchase intentions in emerging markets. International Business Review, 30(1), 101768.
Shukla, P., Shukla, E. and Sharma, S. (2009). Conspicuous consumption in cross-national context: psychological and brand antecedents, Asia-Pacific Advances in Consumer Research, 8(4), 16-19
Shukla, P., & Purani, K. (2012). Comparing the importance of luxury value perceptions in cross-national contexts. Journal of Business Research, 65(10), 1417-1424.
Sims-Muhammad, T. Y. (2012). Young Adult Perception and Attitude toward Conspicuous Consumption and Poverty. Journal of Social Sciences, 8(4), 512-518.
Son, J., Jin, B., & George, B. (2013). Consumers' purchase intention toward foreign brand goods. Management Decision, 51(2), 434-450.
Summers, T.A., Belleau, B.D. and Xu, Y. (2006). Predicting purchase intention of a controversial luxury apparel product. Journal of Fashion Marketing and Management, 10, 405-419.
Tak, P. (2020). Antecedents of luxury brand consumption: An emerging market context. Asian Journal of Business Research, 10(2), 23-44.
Tiffany & Co. India official: Luxury Jewelry, gifts & accessories since 1837. Retrieved from. https://www.tiffany.co.in/
To, P. L., Liao, C., & Lin, T. H. (2007). Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27(12), 774-787.
Tiffany & Co. opens its first-ever India store in New Delhi, Vogue India. (2020). Retrieved from. https://www.vogue.in/fashion/content/tiffany-and-co-opens-its-first-ever-india-store-in-new-delhi
Truong, Y., Simmons, G., McColl, R., & Kitchen, P. J. (2008). Status and conspicuousness–are they related? Strategic marketing implications for luxury brands. Journal of strategic marketing, 16(3), 189-203.
Tsai, S. P. (2005). Impact of personal orientation on luxury-brand purchase value: An international investigation. International Journal of Market Research, 47(4), 427-452.
Tu, L., Khare, A., & Zhang, Y. (2012). A short 8-item scale for measuring consumers’ local–global identity. International Journal of Research in Marketing, 29(1), 35-42.
Understanding Indian consumers’ Unique Approach to Luxury Purchasing. Retrieved from. https://toppandigital.com/translation-blog/understanding-indian-consumers-unique-approach-to-luxury-purchasing/
Vigneron, F. and Johnson, L.W. (1999). A review and a conceptual framework of prestige seeking consumer behavior, Academy of Marketing Science Review, 1, 1-15.
Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484-506.
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value‐based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625-651.
Move Over, Millennials, Here Comes Generation Z. Retrieved from.https://www.nytimes.com/2015/09/20/fashion/move-over-millennials-here-comes-generation-z.html
Yadav, R., & Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological Economics, 134, 114-122.