The Importance of Colour Psychology in Driving the Purchase Decision of Luxury Brand Consumers

Colour psychology (CP) explores how colours influence human behaviour and is crucial for marketers as it influences consumer perceptions of products and services. Brands associate colours with emotions, occasions and atmospheres, shaping customer experiences and brand identities. The purpose of this study is to examine the influence of CP on consumers’ purchase decisions. This research mainly focuses on emotional attachment (EA) and social norms (SN), which have a mediating effect on CP and consumers’ purchase decisions. A structured questionnaire is developed with 19 questions, and data are collected from 345 consumers of luxury fashion brands in India. The collected data were analysed using SEM analysis. The findings of the study reveal the positive association between CP and consumers’ purchase decisions of luxury fashion brands. Also, they show that EA and SN mediate the relationship between CP (emotional influence (EI) and intellectual influence (II)) and purchase decisions.