Title: The Impact of Attitude Functions on Consumer Desire to Share: A Generation-Z Perspective on Luxury Brands
Authors: Amit Dangi
Volume: 10
Issue: 7
Pages: 320-326
Publication Date: 2026/07/28
Abstract:
Generation Z has emerged as a key consumer segment in the luxury market, making it essential to understand the psychological factors driving their engagement with luxury brands. This study examines the impact of attitude functions on consumers' desire to save and share luxury brand experiences. Drawing on the Functional Theory of Attitudes, the study investigates the influence of social-adjustive, value-expressive, and hedonic functions on consumer behaviour. Using an exploratory-cum-causal research design, data were collected from 165 Generation Z luxury consumers in Delhi-NCR. Exploratory Factor Analysis and multiple regression analysis were employed to test the proposed relationships. The findings reveal that all three attitude functions significantly influence save-and-share behaviour, with the social-adjustive function exerting the strongest effect, followed by value-expressive and hedonic functions. The study extends the application of the Functional Theory of Attitudes in the luxury consumption context and offers valuable insights for luxury marketers seeking to enhance consumer engagement through socially driven and experiential marketing strategies.