The Value of Limited : How financial Conditions Shape Consumer Responses to Limited-Edition Products

Sammanfattning

This study examines how perceived scarcity influences perceived value and consumers’ purchase intention toward limited-edition products under financially stable and financially constrained conditions. It further investigates whether perceived value functions as a mediating mechanism between perceived scarcity and purchase intention, and whether financial condition moderates the relationship between perceived scarcity and purchase intention. A quantitative explanatory research design was applied using a scenario-based within-subject survey. Data was collected from Swedish consumers aged 18 years and older through a structured questionnaire distributed both digitally and physically. Respondents evaluated limited-edition products under two financial conditions representing financially stable and financially constrained situations. The collected data was analysed using regression analysis, correlation analysis, descriptive statistics, and Linear Mixed Model analysis. The findings indicate that higher perceived scarcity was associated with higher perceived value, while higher perceived value was associated with stronger purchase intention toward limited-edition products. The results further suggest that perceived value may function as an important psychological mechanism linking perceived scarcity to purchase intention. In addition, financial condition moderated the relationship between perceived scarcity and purchase intention. Although financially constrained conditions were associated with lower purchase intention, scarcity-related effects remained present across both financial conditions. The study contributes to existing literature on consumer behaviour and scarcity-based marketing by examining limited-edition products within the context of financial uncertainty. The findings further provide practical insights for companies applying scarcity-based marketing strategies during periods of economic instability, suggesting that exclusivity and symbolic value may continue to influence consumer evaluations even under financially constrained conditions.