Scent, self-identity and symbolic ownership: exploring generation Z’s engagement with niche fragrances in China

Purpose This study aims to examine the psychological ownership of niche fragrances among Generation Z (Gen Z) consumers in China, investigating how their sense of identity and exclusivity influence their preference for niche over mainstream international fragrance brands. Design/methodology/approach A qualitative research approach is adopted, integrating consumer interviews and online discourse analysis to explore the motivations and aspirations that drive Chinese Gen Z consumers towards niche fragrances. Psychological ownership theory, along with emerging constructs such as symbolic ownership and cultural territoriality, serves as the theoretical framework to analyse their perceptions and behaviours. Findings This study develops a conceptual framework illustrating how personalisation and uniqueness, community identity, brand story and cultural value drive Gen Z’s engagement with niche perfumes. The findings reveal that psychological ownership plays a pivotal role in fostering emotional attachment to niche fragrance brands. Originality/value This research extends psychological ownership theory by introducing the concepts of symbolic ownership and cultural territoriality to capture how consumers form deep emotional and cultural attachments to niche luxury products. It also highlights how Chinese Gen Z consumers’ evolving notions of luxury – emphasising authenticity, sustainability and quiet cultural expression – reshape luxury branding and consumer behaviour dynamics in China.