Varför en kärlek för lyx och eftersmak av ånger? : En kvalitativ studie om drivande skäl för lyxkonsumtion och dess förhållande till ånger för unga svenska medborgare

Sammanfattning: In recent years, luxury consumption has expanded and grown significantly in comparison to past years. Today luxury is more accessible by society than ever before. Various studies have shown and proven how luxury consumption tends to have negative effects on individuals. The negative circumstances that emerge as consequences can be of cognitive character, but also in the form of financial, personal, social and/or professional problems, debt, and compulsive purchases. In addition to these findings, recent studies have also shown that people are ready to compromise in a variety of ways such as saving more money, working overtime, or withdrawing from essential expenses.  For these various reasons, the purpose of this study is to identify possible experienced motives that can work as reasons for luxury consumption amongst the young Swedish population. Furthermore, this study aims to examine regret in relation to this type of consumption. The literature review of this study covers subjects of cognitive dissonance, regret theory, possessions and the extended self and the motives hedonic, symbolic and instrumental. The research method applied in this study is of a qualitative character. The data collection was executed through the use of semi structured interviews where a total number of fifteen young Swedish individuals chose to participate. The results of this study reveal that luxury consumption can be based on the hedonic motive where pleasure, joy, satisfaction or reaching a desired goal are common reasons. Moreover, the results of this study also reveal that luxury consumption can be based on the symbolic motive, where individuals desire to symbolise/express themselves, impress others, seek confirmation, to fit in and/or follow hidden norms in society. Furthermore, luxury is desired for the pure quality, where the high price of luxury products equals higher perceived quality.  Moreover, regret in this type of consumption is regularly occurring. The reasons for regret can be caused by the product itself, by comparison to other possible alternatives or because of impulsive/compulsive/stressful decisions. This feeling of regret can exist in the form of cognitive dissonance, that is a feeling of discomfort for a small number of participants. For a larger number of participants, the feelings are separated, where regret is a more rough and painful feeling. Solutions to suppress these feelings are through giving away the products to be used, persuade the mind that the purchase is deserved, or to shed a positive light at the purchase by looking at it as additional knowledge/ experience.