Global Luxury Consumption: A Cultural Comparison

Abstract

Luxury consumption has evolved into a global phenomenon driven by rising incomes, globalization, and symbolic value creation. However, consumers across cultures differ significantly in how they perceive, evaluate, and consume luxury goods. This study examines global luxury consumption through a cultural lens, comparing how cultural values influence motivations, meanings, and decision-making related to luxury products across regions. Drawing on cultural dimension theory, social signaling theory, and consumer culture theory, the paper develops an integrative framework explaining variations in luxury consumption patterns between Western and Eastern markets. The study synthesizes findings from prior empirical research and highlights key managerial implications for global luxury brand strategy. The results emphasize that luxury consumption is not universal in meaning but culturally constructed, necessitating culturally adaptive branding and communication strategies.