A Study on the Motivational Dynamics of Luxury and Green Purchasing Behavior

Background: Green products frequently include a green premium, making them inaccessible to consumers of all income levels. This frequently leads to these green items being seen as expensive and/or luxurious; however, other variables besides price are crucial. It is critical to understand the purpose of purchasing these products in order to alter the marketing plan for maximum production. This study extended Dahm's (2018) model, which focused on luxury buying incentives as both intrinsic and extrinsic, by incorporating green purchasing and luxury purchase intention.

Materials and Methods: The design is based on correlational research. This study collects data using snowball and convenience sampling, as well as online questionnaires and assesses the variables using pre-published scales with a credible Cronbach's alpha value. For the scope of this study, responses were collected from 317 subjects based in Gujarat, India.

Results: Our findings indicate intrinsic motivation significantly influences extrinsic motivation. However, neither intrinsic nor extrinsic motivations were found to significantly impact Green Purchase Intention (GPI) or Luxury Purchase Intention (LPI). Significant correlations were observed between GPI and various constructs for Intrinsic & extrinsic motivation, which suggests a complex interplay between personality traits and purchase intentions.