DETERMINANTS AFFECTING INTENTIONS TO PURCHASE AND BEHAVIOR TOWARDS LUXURY PRODUCTS: A PRISMA SYSTEMATIC LITERATURE REVIEW.

This article reviews and synthesizes the literature on the determinants of luxury purchase intention and behavior. It aims to clarify the complex dynamics of the luxury market by identifying key factors such as motivations, value perception, and cultural trends. It also seeks to provide insights for future research and marketing strategies. The review systematically analyzed studies from 2009 to 2023 using the PRISMA method, identifying 80 relevant studies. Data synthesis offered an objective overview of factors influencing luxury purchase intention (LPI) and behavior (LPB).151 variables affecting LPI and 84 affecting LPB were identified and categorized into personal, collective, and demographic groups. Key determinants, including motivations, value perception, and cultural trends, emerged as explanatory, mediating, and moderating variables. This manuscript, the first systematic review of its kind, addresses a significant literature gap and provides practical implications for marketers and directions for future research in the luxury sector.