Luxury consumption amidst the COVID-19 pandemic

Abstract

PurposeThis study investigates shifts in luxury consumers' perceptions regarding luxury consumption, subsequent changes in the meaning of luxury and antecedents of luxury observed amidst the COVID-19 pandemic.Design/methodology/approachOverall, 145, one-to-one qualitative interviews were conducted online with luxury consumers and the data acquired was analysed using NVivo.FindingsPhygital connectedness and access-based consumption are the future of luxury for luxury consumers' well-being, social connectedness, living experience and rational and thoughtful luxury consumption. Moreover, distinct luxury symbols (e.g. conciseness towards societal connotation of luxury goods and consumption, empathy, wisdom and maturity) and transformation expectations (for the self, others in society and luxury brands) govern luxury consumption behaviour.Research limitations/implicationsThe meaning of luxury amidst the pandemic is explained along a continuum, from luxury transforming consumers' inner selves to influencing other consumers' lives to transforming society.Practical implicationsLuxury professionals should include phygital experience, sustainability, social–cultural sensitivity, empathy, symbolism, mindfulness and thoughtfulness in marketing strategies.Originality/valueNew perspectives have enriched the realm of luxury.