The Impact of Self-Concept Traits on Conspicuous Consumption and Purchase Intention of Counterfeit Luxury Fashion Goods : Focusing on the Moderating Effect of Social Comparison Orientation

In the context of rapid economic growth and increasing consumerism worldwide, it is crucial for marketers to understand the behaviors associated with conspicuous consumption among luxury product buyers. This study, therefore, collected data from 457 consumers through an online survey conducted in China to investigate the impact of self-related traits, based on self-concept, on conspicuous consumption perception and the purchase intention of counterfeit luxury fashion goods, with a particular focus on the moderating effect of social comparison orientation. The results showed that self-esteem, self-consistency, self-actualization, and self-expression positively influence conspicuous consumption perception, whereas self-control negatively affects it. These effects are moderated by social comparison orientation, with individuals exhibiting a strong orientation experiencing amplified positive effects of self-esteem and self-consistency, as well as a stronger negative impact from self-control. Furthermore, conspicuous consumption perception positively influences the purchase intention of counterfeit luxury fashion goods, with perceived economic benefits serving as a critical mediating factor in this relationship. These findings offer valuable insights for marketers and policymakers as under- standing the psychological drivers of conspicuous consumption can help luxury brands develop strategies that align with consumers’ self-related traits, particularly in socially competitive markets.