LAUSR

This paper explores consumers' drivers and motivations behind luxury‐fashion non‐fungible tokens (NFTs) ownership and the implications of the potential ownership of these NFTs on the purchase intentions of physical luxury products of the same brand. Hitherto, little research has been conducted on the consumer's perception of ownership and its effect on physical product purchases. Following the Self Determination Theory (SDT), a two‐step qualitative research approach is implemented due to the lack of empirical research in this area. This study focuses on luxury fashion NFTs and targets millennials and generation Z consumers. A total of 4 focus groups (25 participants) and 6 semi‐structured interviews were conducted to address the objectives of this research. Using thematic analysis, the study identifies 5 key drivers behind NFTs ownership: authenticity, exclusivity, scalability, affordability, and digital literacy. Scalability of luxury fashion NFTs valuation is found to be a critical driver of consumers' ownership intentions. Similarly, digital literacy was identified as a new driver of intentions of ownership of luxury NFTs considering its effect on consumers' social status. Finally, depending on consumers' lifestyle, ownership of luxury fashion NFTs is argued to have a mixed effect on the intentions of ownership of physical luxury products. This research contributes to the development of the understanding of the emerging concept of luxury NFTs and their profound influence on consumers' perceptions of ownership and purchase intentions for physical luxury products.