|dc.description.abstract||It is evident that Generation Z will dominate marketing in the next few years. However, there
are still limited researches about their buying behavior patterns.
The luxury goods consumption among Generation Z is rather undiscovered, and therefore
luxury brands may lack the knowledge to attract them. This research investigates the attitude
towards luxury and underlying motives of Norwegian Generation Z to purchase luxury goods
since the Norwegian luxury consumption market is fairly new and its rise coincided with new
luxury branding strategies.
The possible factors based on characteristics of Generation Z and new aspects of the luxury
brands' marketing profiles were identified as drivers to establish a causal relationship between
those drivers and Norwegian Generation Z's attitudes and intention to purchase luxury fashion
The results show that Norwegian Generation Z is sensitive towards sustainability and may be
influenced by social media influencers more than they expect, yet still value traditional
attributes of luxury. This research also captured the differences in drivers to purchase
luxuries between the genders. Our study suggests that luxury brands need to create specific
marketing strategies based on the target group preferences for the Norwegian market to
succeed among Norwegian youngsters.
Keywords: consumer behavior, Generation Z, Norwegian luxury consumers, luxury brand
management, marketing, purchasing intention||en_US