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September 17, 2026ENLIGHTEN (Jurnal Bimbingan dan Konseling Islam)Open Access

The 21st–century business landscape of consumers and entrepreneurs: a South African luxury market

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Authors

LML.M. MatholeMOM. OsborneNJN.N. Jili

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Overview

Quantitative survey reveals that entrepreneurial innovation drives local brand purchasing motivation among South African luxury fashion consumers, highlighting key opportunities for domestic...

Key Points

  • Investigate the relationship between entrepreneurial innovation strategies and consumer motivation to purchase locally manufactured luxury apparel.
  • Administered a quantitative, self-administered survey to consumers (N = 309) across Johannesburg and Cape Town, South Africa.
  • Evaluated responses using correlation and regression analyses grounded in Schumpeter's supply-side innovation theory and Rogers' diffusion of innovations model.
  • Identified a statistically significant positive relationship between entrepreneurial innovation practices—particularly digital engagement and creative product strategies—and consumer motivation to buy local luxury brands.
  • Demonstrated that younger and more educated consumer demographics are significantly more responsive to entrepreneurial innovation strategies.

Cite This Study

Mathole et al. (2026) studied this question.

synapsesocial.com/papers/6aabb61e5f706d05830e48f5https://doi.org/10.1186/s13731-026-00710-0
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