The significance of definitional dimensions of luxury food

Abstract

Purpose – An observable shift in food consumption motives for some German consumer segments has created new market potentials for high-priced food items. The purpose of this paper is to empirically show whether and to what extent financial, functional, individual and social dimensions as well as sustainability and authenticity contribute to consumers’ perception of the luxury value of food. Design/methodology/approach – The effects of seven exploratory value dimensions on a perceived luxury value for foods were measured using a partial least squares structural equation analysis of a database generated by a survey done on 936 German consumers in summer 2014. Findings – Luxury food was found to serve as a suitable setting to investigate both old and new motives for luxury consumption. The analyses revealed that all factors contribute significantly to luxury value, with functional and individual luxury facets having the strongest effects. Practical and methodological implications can be derived from the results. Research limitations/implications – Limitations are due to the applied methodology. Practical implications – The definitional dimensions of a luxury food value correspond to those for a general luxury good. The significance of two new luxury values, sustainability and authenticity, was confirmed for luxury food. The functional and individual luxury values were found to be the most significant. This supports the previously postulated change in motives for luxury consumption and also mirrors the new emphasis on quality and self-identity in the German food sector. These findings can be utilised in practical food marketing. Originality/value – Although there are major similarities between food and luxury good consumption patterns, how luxury can be defined in the context of food had not been previously investigated empirically. This paper is the first to study the factors that contribute to the luxury value of food.