Consumption Motives in Luxury Marketing An Analysis of two Agricultural Markets: Equestrian Sports and Food

This dissertation is devoted to attitudes of consumers toward luxury in two agricultural markets, horse sports and foods. Literature postulates a change of perceived luxury definitions and motives for luxury consumption. Accordingly, personally-oriented luxury consumption has gained significance while socially-oriented motives have been pushed into the background. Based on this, the following studies were aimed to reveal how far it has affected the consumer behavior in both agricultural markets.