Consumerism Culture in Urban Vietnam

Proceedings of NIDA International Business Conference 2019 Transforming Business to the Future

7 Pages Posted: 17 May 2019

See all articles by Viet Dung Trinh

Viet Dung Trinh

Curtin University of Technology - Curtin Business School - Bentley Campus; Vietnam National University - Ho Chi Minh City (VNU-HCM) - International University

Date Written: March 2, 2019

Abstract

This paper discusses the specific features of consumer culture derived from economic transition, the emergence of consuming class in cities and recent political history of the post-socialist era in Vietnam. To make sense of this, the paper draws on a body of scholarship specific to the Vietnamese context where materialism values, social status, and conformity are used as a part of on-going identity work by consumers in Vietnam. Focusing on the identity construction created through brand consumption, the empirical study particularly explores how the younger generation of urban consumers in Hanoi and Ho Chi Minh City define themselves to build a new image of emerging consumer force. The paper concludes by defining the potential and existent tension (a new global-local way) of consumption practices in contemporary Vietnam.

Keywords: Materialism, Culture, Urban, Consumerism

JEL Classification: M31

Suggested Citation

Trinh, Viet Dung, Consumerism Culture in Urban Vietnam (March 2, 2019). Proceedings of NIDA International Business Conference 2019 Transforming Business to the Future, Available at SSRN: https://ssrn.com/abstract=3373737

Viet Dung Trinh (Contact Author)

Curtin University of Technology - Curtin Business School - Bentley Campus ( email )

Kent Street
Bentley
Perth, WA WA 6102
Australia

Vietnam National University - Ho Chi Minh City (VNU-HCM) - International University ( email )

Quarter 6, Linh Trung, Thu Duc
Ho Chi Minh, 700000
Vietnam

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