THE THEORY OF PLANNED BEHAVIOR: CONSUMER BEHAVIOR ON LUXURY FASHION GOODS IN INDONESIAN CONTEXT

Abstract

Purpose: The purpose of this study is to examine the purchasing behavior for luxury fashion goods using the framework of the theory of planned behavior.

Design/methodology/approach: This study is relied on primary data. The respondents are Indonesian using Shopee, a popular online shopping platform from Singapore.

Findings: According to the findings, the most important determinant of purchasing intentions for luxury fashion goods was subjective norm, followed by attitude. Although there was no significant association between perceived behavioural control and purchasing intentions, it did reveal a strong positive relationship with actual purchasing behaviour.

Originality: This study provides new theoretical insights regarding luxury consumer behavior in Indonesia.