Generation Y attitudes towards luxury products and consumer-led changes in luxury consumption
DETAILS
Call for Papers
Generation Y attitudes towards luxury products and consumer-led changes in luxury consumption
Journal: Journal of Strategic Marketing
Submission deadline: 31 August 2026
This special issue examines how Generation Y is reshaping luxury consumption through changing attitudes toward accessibility, authenticity, resale, experience, and value. It invites both empirical and conceptual papers on how luxury branding and consumption are evolving as luxury becomes more democratic and less tied only to exclusivity.
Special Issue Editors
Dr Nirma Jayawardena, University of Bradford, United Kingdom.
Dr Sara Quach, Griffith University, Australia.
Professor Carolyn Strong, Cardiff University, United Kingdom.
Main themes
Aspirational versus real luxury consumption among Generation Y.
Affordable luxury and market expansion.
Luxury branding and communication strategies for Generation Y.
Experiential versus material luxury consumption.
Luxury consumer trust, authenticity, and brand transparency.
Resale and second-hand luxury market trends.
Democratization of luxury and its effect on exclusivity.
Submission details
Manuscripts must not exceed 8,000 words inclusive. The special issue welcomes empirical papers (qualitative and quantitative) as well as conceptual papers. Authors should select the special issue title “Generation Y attitudes towards luxury products and consumer-led changes in luxury consumption” during submission.
Important note
The journal states that AI use must be limited to editing functions only, such as checking English, grammar, and syntax.
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