Global Journal of Economic and Finance Research

The luxury fragrance market has recently shifted toward genderless and identity-fluid products that challenge traditional masculine-feminine segmentation. This study investigates how Indonesia’s Class A consumers perceive and purchase genderless luxury perfumes through Self-Categorization Theory (SCT), Baudrillard’s Consumer Society, and the Theory of Planned Behavior (TPB). Using a mixed-method approach, 150 survey respondents and 5 in-depth interviewees participated. Regression results indicate that brand inclusivity (β = 0.379, p < 0.001) and sensory fit (β = 0.401, p < 0.001) significantly influence purchase intention, while authenticity (β = 0.046, p = 0.482) is symbolically appreciated but statistically insignificant. Qualitative findings reveal that consumers perceive authenticity as narrative coherence rather than factual originality, aligning with symbolic self-expression through inclusive and sensory experiences. The study contributes to understanding the symbolic consumption of luxury within identity-fluid markets, proposing a behavioral-symbolic framework for marketing in Southeast Asia.

Genderless fragrance, Self-Categorization Theory, Consumer Society Theory, Theory of Planned Behavior, Brand Authenticity, Brand Inclusivity, Sensory fit, Luxury Fragrance marketing, Class A consumers.

1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T 
2. Baudrillard, J. (2016). The consumer society: Myths and structures. SAGE Publications Ltd. (Original work published 1970) 
3. Chaudhuri, S., Das, G., & Sharma, P. (2023). Revisiting brand authenticity in luxury consumption. Journal of Retailing and Consumer Services. https://doi.org/10.1016/j.jretconser.2023.103274
4. Creswell, J. W., & Creswell, J. D. (2024). Research design: Qualitative, quantitative, and mixed methods approaches (6th ed.). SAGE Publications.
5. Delvina, S., & Firdausy, C. M. (2025). Pengaruh brand awareness, perceived quality, Dan E-wom terhadap purchase intention Produk Cetaphil Di Jakarta. Jurnal Manajerial Dan Kewirausahaan, 7(3), 1041-1050. https://doi.org/10.24912/jmk.v7i3.34692
6. Deng, X., & Shi, Y. (2024). Cultural hybridity and inclusive branding in emerging markets: Understanding consumer responses to genderless products. Journal of Global Marketing. https://doi.org/10.1080/08911762.2024.2334571
7. Ginting, P. Y., & Dellyana, D. (2023). Determinant influencing factors for customer preferences in local fragrance product (case study: Multitude Fragrance). Journal of Economics and Business UBS, 12(1), 63–78. https://doi.org/10.26661/2522-1566/109
8. Huang, L., Yin, Y., & Zhang, Y. (2023). Sensory marketing and consumer engagement in the fragrance industry. International Journal of Retail & Distribution Management, 51(10), 1223–1240. https://doi.org/10.1108/IJRDM-04-2023-0123
9. Iseki, S., Motoki, K., Sakata, K., & Kitagami, S. (2022). The influence of gender labeling on the perception of scent and texture. Frontiers in Psychology, 13, 950732. https://doi.org/10.3389/fpsyg.2022.8566334
10. Ma, H., & Coelho, A. (2024). Luxury consumption tendency: A comparative study of factors influencing luxury consumption. Journal of Consumer Behaviour, Advance online publication.https://doi.org/10.1080/08911762.2024.2350926
11. McKinsey & Company. (2021). Understanding Indonesia’s affluent consumers: The rise of the new upper-middle class. McKinsey & Company. https://www.mckinsey.com
12. Robin, R. (2025, March 19). Gender‑neutral luxury fragrances: Why unisex scents are taking over the market. Lèlior Blog. Retrieved June 26, 2025, from https://www.lelior.com/blogs/main/gender-neutral-luxury-fragrances-why-unisex-scents-are-taking-over-the-market
13. Sun, Y., Wang, X., Bai, L., Whyatt, G., & Ohandi, R. (2024). Symbolic and financial values in luxury fashion purchase intention: Evidence from Indonesian millennials. Asia Pacific Journal of Luxury Marketing, 6(1), 25–42. https://doi.org/10.1007/s43546-024-00755-x
14. Tan, L. (2025, August 7). Major trends in scent profiles, consumer behaviour and innovation drivers in Asia. CosmeticsDesign-Asia. https://www.cosmeticsdesign-asia.com/Article/2025/08/07/major-trends-in-scent-profiles-consumer-behaviour-and-innovation-drivers-in-asia
15. Turner, J. C., Hogg, M. A., Oakes, P. J., Reicher, S. D., & Wetherell, M. S. (1987). Rediscovering the social group: A self-categorization theory. Basil Blackwell.
16. Zhu, W., & Bao, X. (2025). Analysing gender fluidity representation in perfume bottles with heterosexual matrix theory. Visual Communication. https://doi.org/10.1177/14703572241283810