Inconspicuous luxury: the meanings underlying younger generations’ consumption

• Ano de defesa: 2022
• Autor(a) principal: Figueiredo, Guilherme Tebet Peyres de
• Orientador(a): Rosenthal, Benjamin
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: eng
• Palavras-chave em Português: Consumidor de luxo; Consumidor inconspicuo; Consumo incospicuo; Consumo conspicuo; Mercado de luxo
• Palavras-chave em Inglês: Luxury consumer; Inconspicuous consumption; Marketing; Conspicuous consumption
• Link de acesso: https://hdl.handle.net/10438/31926

The primary purpose of this research is to get insight into the preferences of luxury customers who prefer items with less visible brand indications. It is the purpose of this research to examine how consumers build meaning around their inconspicuous luxury purchasing, what desires they wish to fulfil, and what sentiments they link with their purchase. It focuses on the Millennial and Generation Z generations because of their growing relevance in the luxury industry. To obtain information and gain insight into the topic, both quantitative and qualitative research methods were used. The result is that these generations desire items in the luxury market that are simplistically sophisticated and high-quality; they enjoy the experiential side of luxury and spend time researching before making purchases. They believe luxury can be enjoyed without the approval of others and desire luxury to express their identity and mark achievements. They attach emotional connections to products but understand that there are symbolic meanings beyond their price.