Hedonism, economic rationality and purchase intention: A study of accessible luxury in Morocco

Abstract

This study investigates consumer purchasing behavior within the accessible luxury segment through the case of a Moroccan brand offering refined gift boxes combining flowers and premium chocolates. It aims to examine how economic and hedonic dimensions—particularly aesthetics, personalization, and emotional appeal—shape purchase intention in two urban contexts with distinct socioeconomic characteristics: Casablanca and Berrechid. A quantitative, descriptive, and explanatory research design was adopted. Data were collected from 200 respondents using a structured questionnaire based on a five-point Likert scale and analyzed using descriptive statistics and Chi-square tests. The results indicate that hedonic factors—especially aesthetic appeal, originality, and personalization—constitute the primary drivers of purchase intention in both cities. However, significant differences emerge between the two cities. In Casablanca, hedonic dimensions—such as aesthetic appeal, personalization, and emotional experience—clearly dominate purchase intention. In contrast, in Berrechid, rational considerations related to price sensitivity and value for money play a more decisive role, although hedonic factors remain important.These findings highlight the coexistence of emotional and rational logics in accessible luxury consumption. From a theoretical perspective, this study contributes to the literature by extending the understanding of accessible luxury in emerging markets, where symbolic value is increasingly dissociated from exclusivity. From a managerial perspective, the results suggest adopting differentiated strategies: emphasizing affordability and transparency in price-sensitive markets, while reinforcing emotional and aesthetic positioning in more developed urban environments. Overall, accessible luxury appears as a hybrid consumption model combining refinement, emotional resonance, and controlled expenditure.