This study aims to explore inconspicuous luxury consumption, an emerging consumption phenomenon in Vietnam. A qualitative research using semi-structured consumer interviews was conducted in Hanoi. The research findings suggest that inconspicuous luxury consumption is on the rise in Vietnam, especially among several groups of consumers. The salient motivations driving consumers to engage in inconspicuous luxury consumption include function-seeking, differentiation, and avoidance. The research results are discussed and some managerial implications are provided. |
