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Identity and conspicuous consumption in Japan and Hong Kong: an exploratory study of what influences young adults’ identity in relation to conspicuous consumption
Kristianstad University, Faculty of Business.
Kristianstad University, Faculty of Business.
2020 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study is based on young adults’ identity in Japan and Hong Kong and its relation to conspicuous consumption. The purpose of this study is to explore how conspicuous consumption influenced the young adults’ identities in Japan and Hong Kong. In order to study this phenomenon, we created a conceptual model, we named “Young Adults Conspicuous Consumption Identity” (YACCI), which is based on previous research on identity and luxury values. The research is based on a qualitative study and the empirical data was gathered through 11 semi-structured interviews with young adults from Hong Kong and Japan. Findings show that the identities of young adults in Japan and Hong Kong are heavily influenced by the society that surrounds them. The results of the societal pressures force them to keep up with a certain standard of image which increase their conspicuous consumption behaviour. This study has contributed to a further understanding of underlying factors that influence young adults’ identities in Japan and Hong Kong.

Place, publisher, year, edition, pages
2020. , p. 76
Keywords [en]
Identity, Conspicuous consumption, Luxury, Hong Kong young adults, Japan young adults
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hkr:diva-20868OAI: oai:DiVA.org:hkr-20868DiVA, id: diva2:1452140
Subject / course
International business and marketing
Educational program
MSc in Business Administration specialising in International Business and Marketing
Supervisors
Examiners
Available from: 2020-07-06 Created: 2020-07-05 Last updated: 2020-07-06Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf