Understanding Luxury Consumption Based on Income : Empirical Evidences from Young Vietnamese

Luxury is defined as ‘an inessential, desirable item that is expensive or difficult to obtain' and yet many people still desire it. It is not uncommon that people save up for a product that usually beyond of their affordability. For the scope of this paper, luxury consumption is buying something that beyond one's affordability. This paper aims to conceptualize luxury consumption behavior in Vietnam by examining the relationships between materialism, perfectionism, hedonism, social adjustive and their impact on how young people choose outfits for first day of work