Brand-Driven Economic Behavior: Analyzing the Impact of Brand Consciousness and Perceived Value on Luxury Beauty Purchases at Sephora
DOI:
https://doi.org/10.37385/ijedr.v6i5.8373Keywords:
Terminal Values, Instrumental Values, Brand Consciousness, Brand-Driven Economic BehaviorAbstract
This study investigates the influence of terminal values, instrumental values, and brand consciousness on the behavioral intentions of Generation Z consumers in Indonesia toward purchasing luxury beauty products at Sephora. The research is grounded in Self-Completion Theory and adapts a conceptual framework from Kautish et al. (2020). Using a quantitative approach with data collected from 296 respondents, this study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypotheses. The findings indicate that both terminal and instrumental values significantly affect brand consciousness. Moreover, brand consciousness strongly influences behavioral intention and also mediates the relationship between values and purchase intentions. The results emphasize that Gen Z’s consumption behavior in the luxury beauty sector is not only driven by product functionality and prestige, but also by deeper psychological needs such as self-expression and value alignment. These insights offer strategic implications for marketers aiming to create emotionally resonant and value-driven brand experiences in emerging markets like Indonesia
References
Akarsu, T., Shaikh, S., & Maity, M. (2024). Luxury value perceptions and consumer outcomes: A meta-analysis. Psychology & Marketing, 42(1). https://doi.org/10.1002/mar.22120
Alniacik, E., Moumen, C., & Alniacik, U. (2020). The moderating role of personal value orientation on the links between perceived corporate social performance and purchase intentions. Corporate Social Responsibility and Environment Management, 27(6). https://doi.org/10.1002/csr.1997
Azemi, Y., Ozuem, W., Wiid, R., & Hobson, A. (2022). Luxury fashion brand customers’ perceptions of mobile marketing. Journal of Retailing and Consumer Services, 66. https://doi.org/10.1016/j.jretconser.2022.102944
Bazencon, V., Girardin, F., & Lunardo, R. (2020). When does an ethical attribute matter for product evaluation? Psychology & Marketing, 37(11). https://doi.org/10.1002/mar.21403
Bharvani, A. (2024). In My Glow Up Era: A Look Into Indonesia's & Philippines' Gen Z Beauty Consumers. DSG Consumer Partners. https://www.dsgcp.com/insights/in-my-glow-up-era-id-ph-gen-z-beauty
Chattopadhyay, T., Shivani, S., & Krishnan, M. (2010). Marketing Mix Elements Influencing Brand Equity and Brand Choice. The Journal for Decision Makers, 35(3). https://doi.org/10.1177/0256090920100305
Cohen, J. (2013). Statistical Power Analysis for the Behavioral Sciences. Taylor & Francis Group.
De Silva, S. S., Seeley, E. L., Ongsakul, V., & Ahmed, Z. U. (2020). Conceptualizing a new model for luxury brand purchase intention in an emerging country setting. Journal of Transnational Management, 25(2). https://doi.org/10.1080/15475778.2020.1734419
Etikan, I., Musa, S. A., & Alkasim, R. S. (2015). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5(1). https://doi.org/10.11648/j.ajtas.20160501.11
Gollwitzer, P. M., Wicklund, R. A., & Hilton, J. L. (1982). Admission of failure and symbolic self-completion. Journal of Personality and Social Psychology, 43(2). https://doi.org/10.1037/0022-3514.43.2.358
Gollwitzer, P. M., & Wicklund, R. A. (1985). Self-symbolizing and the neglect of others' perspectives. Journal of Personality and Social Psychology, 48. https://doi.org/10.1037/0022-3514.48.3.702
Guo, Y., Rahman, A., & Haque, R. (2024). Factors influencing luxury consumption and the moderating role of debt attitude. Journal of Infrastructure Policy and Development, 8(14). https://doi.org/10.24294/jipd5243
Gurrieri, L., Drenten, J., & Abidin, C. (2023). Symbiosis or parasitism? A framework for advancing socio-cultural perspectives in influencer marketing. Journal of Marketing Management, 39(11-12). https://doi.org/10.1080/0267257X.2023.2255053
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis. Cengage.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research. Industrial Management & Data Systems, 116(1), 2–20. https://doi.org/10.1108/IMDS-09-2015-0382
Janpors, N., Ziarani, R. M., Taghavani, M., & Mosoud, S. (2023). The Effect of Consumer Values, Brand Consciousness, and Behavioral Intentions on Luxury Fashion Apparel Consumption. Aktual Conference Proceeding. https://www.econbiz.de/Record/the-effect-of-consumer-values-brand-consciousness-and-behavioral-intentions-on-luxury-fashion-apparel-consumption-janpors-nicki/10014263598?
Kautish, P., Khare, A., & Sharma, R. (2020). Influence of values, brand consciousness and behavioral intentions in predicting luxury fashion consumption. Journal of Product & Brand Management, 30, 513–531. https://doi.org/10.1108/JPBM-08-2019-2535
Kautish, P., Khare, A., & Sharma, R. (2021). Influence of values, brand consciousness and behavioral intentions. Journal of Product & Brand Management, 30, 513–531. http://dx.doi.org/10.1108/JPBM-08-2019-2535
Liao, J., & Wang, L. (2009). Face as a mediator of the relationship between material value and brand consciousness. Psychology & Marketing, 26(11). https://doi.org/10.1002/mar.20309
Lindh, C., Nordman, E. R., Hanell, S. M., Safari, A., & Hadjikhani, A. (2020). Digitalization and International Online Sales: Antecedents of Purchase Intent. Journal of International Consumer Marketing, 32(4). https://doi.org/10.1080/08961530.2019.1707143
Liu, T. T., Rodriguez, C. Q., & Huang, W.-C. M. (2023). Measuring consumers’ dominant value perceptions. Cogent Business and Management, 10(3). https://doi.org/10.1080/23311975.2023.2272374
Manyiwa, S., & Crawford, I. (2006). Consumer choices in a social context and consumer values. Journal of Consumer Behavior, 2(1). https://doi.org/10.1002/cb.89
Pepper, M., Jackson, T., & Uzzell, D. (2009). An examination of the values that motivate socially conscious behaviors. International Journal of Consumer Studies, 33(2). https://doi.org/10.1111/j.1470-6431.2009.00753.x
Podoshen, J. S., & Andrzejewski, S. A. (2014). Materialism, conspicuous consumption, and brand loyalty. Journal of Marketing Theory and Practice, 20(3). https://doi.org/10.2753/MTP1069-6679200306
Prasanna, M., & Priyanka, A. L. (2024). Marketing to Gen Z: Understanding the Preferences and Behaviors of Next Generation. International Journal For Multidisciplinary Research, 6(4). http://dx.doi.org/10.36948/ijfmr.2024.v06i04.26612
Rasool, S., Cerchione, R., & Salo, J. (2020). Assessing ethical consumer behavior. Sustainable Development, 28(6). https://doi.org/10.1002/sd.2110
Rokeach, M. (1973). The Nature of Human Values. Free Press.
Rokeach, M. (1976). The nature of human values. Contemporary Sociology, 5(1). https://doi.org/10.2307/2062614
Sagiv, L., & Schwartz, S. H. (2022). Personal Values Across Cultures. Annual Review of Psychology, 73. https://doi.org/10.1146/annurev-psych-020821-125100
Sarkar, J. G., Sreejesh, S., Sarkar, A., & Dwivedi, Y. K. (2021). Self-brand connection and willingness to pay premium. Psychology & Marketing, 38(11). https://doi.org/10.1002/mar.21554
Sephora. (n.d.). Inside Sephora. Retrieved June 9, 2025, from https://www.inside-sephora.com/en/about-sephora
Sharda, N., & Bhat, A. (2019). Vanity and the mediating effect of brand consciousness. Journal of Product & Brand Management, 28(7), 800–811. https://doi.org/10.1108/JPBM-09-2017-1564
Shim, J., Woo, J., Yeo, H., Kang, S., Kwon, B., Lee, E. J., et al. (2024). Clean beauty trend among Millennial and Gen Z consumers. SAGE Open, 14(2). https://doi.org/10.1177/21582440241255430
Shukla, P., Singh, J., & Banerjee, M. (2015). Variations in Asian consumers’ value perceptions. Marketing Letters, 26(12). https://doi.org/10.1007/s11002-015-9358-x
Sun, Y., Wang, R., Bai, H., & Whyatt, G. (2024). Perceived values of luxury fashion brands—Evidence from Indonesian Millennials. SN Business & Economics, 4(12). http://dx.doi.org/10.1007/s43546-024-00755-x
Surjono, W., & Johan, A. (2025). Analysis of the Influence of Novel Service Concept, Customer Satisfaction, and Novel Service Procedure on Customer Loyalty. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(2), 3994-4010.
Tanrikulu, C. (2021). Theory of consumption values in consumer behaviour research. International Journal of Consumer Studies, 45(6). https://doi.org/10.1111/ijcs.12687
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon.
Tapera, R., Mbongwe, B., Mhaka-Mutepfa, M., et al. (2020). The theory of planned behavior as a model for tobacco control. PLOS ONE, 15(6). https://doi.org/10.1371/journal.pone.0233462
Thi, B. N., Tran, T. L. A., Tran, T. T. H., et al. (2022). Online shopping intention of Gen Y and Z. Cogent Business & Management, 9(1). https://doi.org/10.1080/23311975.2022.2143016
Tuncer, I., Unusan, C., & Cobanoglu, C. (2020). Service quality and behavioral intention. Journal of Quality Assurance in Hospitality & Tourism, 22(4). https://doi.org/10.1080/1528008X.2020.1802390
Verma, P. (2020). Brand engagement and purchase intention. Journal of Promotion Management, 27(1). https://doi.org/10.1080/10496491.2020.1809591
Wang, S. W., Pelton, L. E., & Hsu, M. K. (2017). Emotional factors on luxury apparel brand purchase. The Service Industry Journal, 39(11–12). https://doi.org/10.1080/02642069.2018.1494158
Wang, Y., & Wang, N. (2021). Factors affecting customer's behavior intention. In Proceedings of the 2021 Asia-Pacific Conference on Image Processing, Electronics and Computers. https://doi.org/10.1145/3452446.3452474
Wicklund, R. A., & Gollwitzer, P. M. (2013). Symbolic Self Completion. Taylor & Francis Group.
Ye, C., & Kim, Y. (2024). How luxury brands appeal to young consumers. Journal of Business Strategy, 45, 414–420. https://doi.org/10.1108/JBS-07-2023-0147
Zhang, J., & Bloemer, J. M. M. (2008). The impact of value congruence on consumer-service brand relationships. Journal of Service Research, 11(2), 161–178. https://doi.org/10.1177/1094670508322561
