Investigating the Attitude Factors on the Purpose of Purchasing Luxury Brand Customers with Emphasis on the Moderating Role of Age Groups (Case Study: Tehran)

Considering the position of the clothing industry and its importance in today's societies that meet various human needs, and given the significant growth in the consumption of luxury goods, especially clothing, and the change in consumption approach to a modern phenomenon, we decided to conduct research in marketing and Consumer behavior with the aim of examining the relationship between attitudes and intentions of consumers to buy luxury brand clothing, with emphasis on different age groups. Now, the main question of the present study is that what effect do attitudes according to age groups have on the intention of customers to buy luxury brand clothing? To test the hypotheses, consumers of these products in Tehran, with a sample size of 311 people and using the available sampling method and snowballs are examined as a statistical population. This study is descriptive and survey in terms of applied purpose and in terms of data collection method. Data collection tool is a standard questionnaire. Data analysis was performed using Spss software. The results of this study show that while the role of utility attitude is highly correlated for all age groups, especially in middle age, the role of hedonism in all age groups seems to have a similar effect on the intention to buy luxury brand clothing. Contrary to these results, social adjustment and exponential performance have no role in the intention to buy luxury brand clothing.Keywords: luxury brand, age, attitude functions, identity development process, purchase intention