The luxury market has become a prevalent global economic sector which is estimated to reach $442 billion by 2025 (Arienti, Levato, Kamel, & Montgolfier, 2018). Sales revenue in the luxury market has grown not only in the US and EU, but also in emerging economies with rapid economic expansion, such as China and India (Shukla, 2010; Tynan, McKechnie, & Chhuon, 2010). Young consumers (i.e., millennials and Gen Z) comprise the fastest growing group of purchasers of luxury goods (D’Arpizio, Levato, Prete, Del Fabbro, & de Montgolfier, 2019). Subsequently, marketers are interested in factors that affect young consumers’ decision-making process in luxury fashion goods consumption. It is a challenge for marketers to appeal to young consumers because abrand or brand name is less important to them than it has been for older generations (Forte, 2019). Country-of-origin (CoO) is relatively important for luxury purchase compared to non-luxury purchase (Godey et al., 2012). In the context of luxury brand consumption, research suggests that attitude functions (social-adjustive, value-expressive, hedonic, and utilitarian) also have an impact on luxury purchase intentions (Schade, Hegner, Horstmann, & Brinkmann, 2016). This study thus investigates significant factors influencing luxury brand purchase among young consumers. Specifically, we draw from “Functional Theories of Attitudes” (Grewal, Mehta, & Kardes, 2004) as a framework to investigate the effects of CoO on consumers’ attitude functions and luxury brand purchase intentions.

• Eunjoo Cho(University of Arkansas, USA) Corresponding author
• Steven W. Kopp(University of Arkansas, USA)
• Sabrina Heix(TU Dortmund University, Germany)