Ethnic identity and luxury brand purchase intention among Australian immigrants: Does demography moderate them?

This study examines the association between ethnic identity and luxury brand purchase intention among first-generation Indian subcontinent-born immigrants in Australia and assesses whether sociodemographic characteristics moderate this relationship. A quantitative cross-sectional online survey was conducted among 400 first-generation immigrants in Australia using purposive and snowball sampling. Ethnic identity was assessed using the Multigroup Ethnic Identity Measure, while luxury brand purchase intention was measured using a three-item adapted scale. Multiple linear regression was used to examine the association between ethnic identity and luxury brand purchase intention after controlling for sociodemographic characteristics. Hayes’ PROCESS macro was subsequently used to test moderation effects. Higher ethnic identity was significantly associated with greater luxury brand purchase intention (B = 0.303, p < .001). Younger age, male gender, lower education, and higher family income were also significantly associated with greater purchase intention. Education (B = 0.099, p = .019), gender (B = 0.124, p = .026), and length of residence (B = 0.201, p < .001) significantly moderated the relationship between ethnic identity and luxury brand purchase intention. Stronger ethnic identity was associated with greater luxury brand purchase intention among Indian subcontinent-born immigrants in Australia, although the strength of this association varied across education, gender, and length of residence. Luxury brand marketers should consider ethnic identity alongside sociodemographic characteristics when segmenting immigrant consumers, enabling more targeted positioning, communication, and marketing strategies in multicultural markets.