The effects of cultural values, materialism and religiosity on conspicuous consumption

Conspicuous consumption behaviour had been studied primarily in Western countries long time ago. Research on conspicuous which normally associated with luxury products focused on adult consumers only. However, luxury goods purchases are becoming an emergent phenomenon in most Asian countries especial.ly among young consumers. Luxury consumers are no longer restricted to the affluent consumers, but
also appeared in all classes of people including a new generation of young people. People who cannot really afford to buy luxury products may also be engaged in doing so. Therefore, the purpose of this study is to examine the influence of values on conspicuous consumption behaviour, specifically, the influence of values orientation (i.e. cultural values, material values and religiosity) on the Generation Y consumers. A total of 262 respondents were included in the data analysis, in which the multiple regression analysis was performed to examine the relationships among the
constructs. The findings indicated that values orientation plays a key role in determining
conspicuous consumption behaviour. This study also accounts for the mediating effect of attitude toward luxury brands. Attitude toward luxury brand was shown to be significant to mediate cultural values and religiosity on conspicuous consumption except for material values were found to have insignificant relationship with the mediating variable.