Book excerpt: The aim of this research will be to gain a deeper understanding of Israeli consumers especially in the e-commerce domain pertaining to luxury goods consumption in the fashion industry.The main research question which will be studied is what role do the hedonic, normative and utilitarian motives play in influencing online shopping behavior from luxury fashion brands among generation Y & Z Israelis? It is also contributing to consumer behavior research in Israel where there is a lack of research on the topic.In summary, the findings of this study will aim to provide valuable information about gen Y and Z Israeli consumers and their purchasing motives from luxury brands online.Further, the study will aim to contribute to the minimal existing literature in Israel about the given topic.It will also intend to provide information for luxury brand marketers in Israel, in order for them to have information about how to best target their consumers. The study demonstrated that there were no significant influences between the three motives and gen Y and Z Israeli ́s consuming habits from luxury brands online. The major gap in research was that there was a lack in research behind the motives of such vast consumption among Israeli consumers ́s especially in the luxury brand sectors online.