DO WOMEN DRESS FOR OTHER WOMEN? A STUDY ON FEMALE LUXURY CONSUMPTION AND INTRASEXUAL COMPETITION

Purpose: This article investigates the influence of female intrasexual competition on the consumption of luxury goods in emerging and developed economies. Design/methodology/approach: The research is based on a survey of 437 women from both emerging and developed economies to carry out a cross-cultural analysis. The approach is quantitative with the application of exploratory factor analysis, confirmatory factor analysis and multiple linear regression. Originality/value: The study aims at filling in research gaps by analysing the motivations of women when purchasing luxury goods and their relationship with consumption as a strategy for intrasexual competition, namely in emerging countries, where access to luxury goods has been delayed due to the lateopening of the markets. Findings: The results show that female intrasexual competition, in the context of attracting a romantic partner, play an important role in the consumption of luxury goods. Women display luxury items when feeling threated by other women. The countries' moderation did not interfere in the association of female intrasexual competition and the consumption of luxury goods. Theoretical and practical contribution: These results show pioneering findings for the area of management and marketing. Previous studies focusing on these countries have restricted the scope of sexual selection to the field of psychology. Understanding the uniqueness of luxury goods consumption is an important analytical and strategic factor for marketing professionals.