The bandwagon luxury consumption in Tunisian case: The roles of independent and interdependent self concept

Using exploratory and confirmatory analyses, this study analyzes the impact of certain psychological and sociological factors (self-concept, social comparison, and materialism) on the “bandwagon†type of luxury consumption in Tunisia. We test if the two components of self-concept (interdependent and independent) have different impacts on the “bandwagon†luxury consumption behavior. In support of existing research on the “bandwagon†effect that focuses on luxury consumption, our framework provides empirical evidence on the direct and indirect effects of the abovementioned psychological and sociological factors as antecedents of the “bandwagon†luxury consumption behavior. Our findings show that the luxury goods industry has evolved, giving rise to new lifestyles and consumption behaviors, where luxury is no longer reserved to the upper class but available to the majority. This phenomenon has created the luxury democratization effect, whereby major luxury brands are favoring luxury goods that are affordable to all.