Impact of acculturation to western culture (AWC) on western fashion luxury consumption among Gen-Y consumers in the Asia-Pacific region

Gen-Y consumers in the Asia-Pacific region are an attractive market for Western fashion luxury. This study investigates how Gen-Y consumers’ acculturation to Western culture (AWC) tendency drives their intention to purchase Western fashion luxury. It further examines the moderating role of consumer ethnocentrism and materialism in the association between AWC dimensions and intention to buy Western fashion luxury items. The data collected from 692 high-income Indian Gen-Y consumers via a survey were analysed using hierarchical moderated regression and fsQCA techniques. This study contributes to fashion luxury literature. Further, the findings will be useful to fashion luxury marketers and retailers.