Investigating the impact of conspicuous value on luxury rental purchase intention

Purpose This study aims to empirically examine consumers’ attitudes and motivations to buy luxury rental products. Specifically, it examines the influence of conspicuous value, environmental concern, luxury symbolism and consumers’ skepticism of luxury rental purchase intention. Design/methodology/approach The study collected data using an online survey questionnaire from Indian consumers who have experience with luxury rental products. The study analysed the data using structural equation modelling, where both mediation and moderated mediation models were reviewed using SPSS AMOS version 24 and PROCESS SPSS macro. Findings The results show that increased conspicuous value enhances consumers’ intention to buy luxury rental products. There is also a significant impact of the mediating variables (i.e., environmental concern and luxury symbolism). Consumers’ skepticism moderates the relationship positively via environmental concern and luxury symbolism from low to high levels. Originality/value This study contributes to the literature on conspicuous value by offering purchase intention for luxury rental products through environmental concern, luxury symbolism and consumer skepticism. It offers practical implications for brand managers who wish to promote luxury rental products.