From Conspicuous to Conscious Consumption: A Cross‐Cultural Study of Motivation, Self‐Congruity and Luxury Rentals

The luxury market is shifting from conspicuous to conscious consumption, with access‐based consumption such as luxury rental having gained momentum as an alternative retail channel. Drawing on Self‐Determination Theory, this study investigates how sustainability motivation (intrinsic) and social recognition motivation (extrinsic) influence self‐congruity, brand experience, and re‐rental intention among current luxury renters. Study 1 comprised 251 Australian luxury renters and Study 2 included 348 Chinese luxury renters. Partial least squares structural equation modelling (PLS‐SEM) and multi‐group analysis were conducted. The findings show that both motivations act as antecedents of self‐congruity, positively influencing brand personality congruity and brand user imagery congruity, which in turn enhance brand experience and re‐rental intention. Brand experience also directly predicts re‐rental intention in both countries, confirming its critical role in promoting access‐based luxury rentals. Results show that sustainability motivation has stronger effects on brand experience among Chinese renters, while social recognition motivation has stronger effects on brand personality congruity and brand user imagery congruity among Australian renters. Theoretically, this study extends self‐congruity theory to access‐based luxury consumption by identifying consumer motivations as antecedents of self‐congruity perceptions in the absence of ownership. Practically, this study offers implications for luxury brands seeking to position rental within their sustainability strategies.