Intrinsic motivation of luxury consumers in an emerging market

Consumers no longer consider luxury as an absolute goal. Even though previous studies have primarily linked luxury with consumers' extrinsic motivation, intrinsic motivational factors have seen few studies. As a result of this gap, this study attempts to investigate the intrinsic factors that influence consumers' experiences with luxury brands. By using self-determination theory, this paper aims to assess the personal ‘self’ factors of luxury consumers' enriching experiences. An offline questionnaire from 316 luxury consumers was used to collect data for the study. AMOS SEM v 22 was then used to analyse the data. Our findings indicate that luxury consumers have shifted to luxury for ‘self,’ and are driven by intrinsic factors. As luxury relates to consumers' self-fulfilment, it creates an intrinsic and substantive experience for customers that assists them in their search for self-growth. The study contributes to the literature concerning personal self and enriching experiences through luxury consumption and creates an opportunity to examine the impact of consumers’ happiness, which was discovered to be a critical indicator of enriched luxury experience and word of mouth, resulting in a boosting of the personal self.