CONSUMER VANITY AND LUXURY CONSUMPTION IN BRAND-CONSCIOUS CONSUMERS: THE ROLE OF MATERIALISM AND NARCISSISM

Abstract

Consumer vanity is a psychological characteristic characterized by an inordinate preoccupation with one's appearance and achievements. In a society governed by social media and brand-aware consumers, vanity has progressively emerged as a significant motivator of luxury purchasing. This research examines the correlation between consumer vanity and luxury consumption, particularly analysing the mediating effects of materialism and narcissism. The study used a correlational survey approach including a sample of 500 brand-aware consumers aged 18 to 29. The results demonstrate a positive correlation between consumer vanity and materialism, narcissism, and luxury consumption. Moreover, materialism and narcissism act as crucial mediators in the correlation between vanity and luxury consumption. The study findings provide actionable insights for marketers seeking to engage brand-conscious consumers