Self-Categorization and Exclusivity in the Rise of Genderless Fragrances: A Study of Class a Consumers in Indonesia

ABSTRACT: The luxury fragrance market has recently shifted toward genderless and identity-fluid products that challenge traditional masculine-feminine segmentation. This study investigates how Indonesia’s Class A consumers perceive and purchase genderless luxury perfumes through Self-Categorization Theory (SCT), Baudrillard’s Consumer Society, and the Theory of Planned Behavior (TPB). Using a mixed-method approach, 150 survey respondents and 5 in-depth interviewees participated. Regression results indicate that brand inclusivity (β = 0.379, p < 0.001) and sensory fit (β = 0.401, p < 0.001) significantly influence purchase intention, while authenticity (β = 0.046, p = 0.482) is symbolically appreciated but statistically insignificant. Qualitative findings reveal that consumers perceive authenticity as narrative coherence rather than factual originality, aligning with symbolic self-expression through inclusive and sensory experiences. The study contributes to understanding the symbolic consumption of luxury within identity-fluid markets, proposing a behavioral-symbolic framework for marketing in Southeast Asia.