Volume 19, Issue 2

Status, Society, and Spending: Peer Pressure, Popularity, and Attitudes toward Luxury Products Consumption among Youth in Balochistan, Pakistan

The study is investigating the way peer pressure and Popularity can actually influence the attitudes of youth towards luxury products consumption in Balochistan, Pakistan. Based on the Social Consumption Motivation Theory (SCMT) the study is further assessing the mediating role of the social consumption motivation (SCM). The data was collected from 300 students of university with a structured questionnaire and a covariance based Structural equation modeling (SEM) was used with AMOS 20. The Results are highlighting that peer pressure and Popularity significantly predict the SCM, that is positively shaping the attitude of the youth towards luxury products. Bootstrapped mediation analysis confirmed that SCM mediates both the relationships. The study is contributing to the literature by extending the SCMT for properly understanding the geographical and cultural context and also by offering empirical mediational evidence from the students that is the youth of Balochistan. The practical implications for consumer-education initiatives and marketers are discussed based on the attitudes and the buying behavior of the youth of Balochistan.