Determinants of Purchase Intention Toward Luxury Cosmetic Brands: Perceived Ephemerality, Corporate Social Responsibility, Perceived Exclusivity, and Brand Prestige

İslamoğlu S., Çakıroğlu K. I.

11th INTERNATIONAL HALICH CONGRESS ON MULTIDISCIPLINARY SCIENTIFIC RESEARCH, İstanbul, Türkiye, 19 - 20 Ekim 2026, ss.11, (Özet Bildiri)

  • Yayın Türü: Bildiri / Özet Bildiri
  • Basıldığı Şehir: İstanbul
  • Basıldığı Ülke: Türkiye
  • Sayfa Sayıları: ss.11
  • Recep Tayyip Erdoğan Üniversitesi Adresli: Evet

Özet

Luxury consumption has historically been associated with exclusivity, superior quality, prestige, and longevity. However, growing environmental and social awareness among consumers has encouraged luxury brands to embrace sustainability and corporate social responsibility (CSR) principles. Particularly in the luxury cosmetics market, frequently renewed collections, limited-time product offerings, and trend-driven marketing communications may foster a sense of exclusivity while creating a potential misalignment with the notion of responsible luxury.

 

This study aims to examine, within an integrated model, the effects of perceived ephemerality on CSR and perceived exclusivity, the effects of these two constructs on brand prestige, and the effect of brand prestige on purchase intention. The study is important because it addresses the potential incompatibility between ephemerality and responsible luxury through a set of relationships extending to consumers’ purchase intentions. A descriptive research design was adopted, and the study population comprised consumers residing in Türkiye who use Lancôme luxury cosmetic products. Participants were selected through purposive (judgmental) sampling, a non-probability sampling technique. Data were collected through an online survey conducted between March and June 2026. A total of 329 consumers participated in the survey, and responses from 301 participants who met the screening criteria were included in the analysis.

 

The data were analyzed using frequency distributions, descriptive statistics, exploratory factor analysis, and consistent partial least squares structural equation modeling (PLSc-SEM). The findings indicate that perceived ephemerality negatively affects consumers’ perceptions of CSR while positively influencing perceived exclusivity. Furthermore, CSR and perceived exclusivity enhance brand prestige, which, in turn, has a strong and positive effect on purchase intention. The results suggest that luxury cosmetics brands should consider the sustainability concerns associated with ephemerality while fostering exclusivity through innovation and limited availability.