Second-hand Luxury vs Counterfeit Luxury Fashion Products: Consumer Motives in a Cross-cultural Investigation

The purpose of this study is to explore the alternative luxury product preferences of consumers who have not been addressed in the existing luxury literature. Specifically, the study investigates (i) whether and (ii) why consumer preferences for alternative luxury items, such as second-hand and counterfeit luxury products, may differ for consumers with different sociocultural backgrounds (i.e. level of collectivism versus level of individualism). The dissertation comprises two studies conducted sequentially using mixed-methods approaches: a quantitative (Study 1) and qualitative (Study 2).