Luxury Unveiled: Gen Z Consumer Motivations and Preferences in Luxury Handbag Selection

This research aims to understand the motivations and preferences of Gen Z consumers when purchasing luxury handbags. It provides valuable insights into effective strategies for luxury brand managers to market their products to their target audience. Furthermore, it deepens our understanding of the previously established multidimensional framework of luxury value. Recognizing that different consumers have varying motivations and preferences, this study highlights the key factors that drive Gen Z consumers to invest in luxury handbags.