Digital Divide and Marketing Reach in Remote Canadian Regions

Abstract

Luxury consumption has grown significantly across global markets, driven not only by economic prosperity but by shifting social aspirations and psychological motivations. Social class plays a central role in shaping luxury purchase behaviour by influencing consumers’ motivations, brand perceptions, and symbolic value expectations. This research paper examines how social class moderates luxury consumption behaviour across different consumer groups, analyzing the role of socioeconomic status, self-concept, cultural capital, and prestige-seeking tendencies. Using existing theories—Veblen’s theory of conspicuous consumption, Bourdieu’s concept of cultural capital, and social comparison theory—this article explains why luxury brands are perceived differently by upper, middle, and emerging classes. The study concludes that understanding social-class-based differences offers strategic insights for segmentation, pricing, and communication in luxury marketing.