Relationship between self-esteem, self-monitoring and luxury consumption tendency

Luxury consumption expenditures are increasing day by day around the world, which is driven by various motivations. The aim of this study is to investigate the relationship between individuals' self-esteem and self-monitoring and their luxury consumption tendencies. To that end, a survey was conducted with 567 participants aged between 18 and 48. Within the scope of the research, Self-Esteem Scale, Self-Monitoring Scale and Luxury Consumption Tendency Scale were applied to the participants. The data obtained were analysed in SPSS 20 statistical package program and statistical results were evaluated. The data obtained in the research reveals a significant positive relationship between the participants' self-esteem and luxury consumption tendency in the dimension of uniqueness and total luxury consumption tendency, and also a significant linear relationship between uniqueness, symbolic meaning, arbitrary desire, belonging to an exclusive minority, total score of luxury consumption tendency and self-monitoring. In addition, there is a negative correlation between age and luxury consumption tendency and a positive correlation between income level and luxury consumption tendency. Women's luxury consumption tendency is significantly higher than men's in the arbitrary desire dimension, while there is no significant difference between men and women in total luxury consumption tendency.