Toward an understanding of young consumers’ daily consumption practices in post-Doi Moi Vietnam

Nhat Nguyen Nguyen*, Nil Özçaglar-Toulouse, Dannie Kjeldgaard

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Resumé

More than 30 years have passed since Doi Moi, the economic and political reforms that transformed Vietnam into a lower middle-income market from one of the world's poorest markets. This transformation brought about changes in the consumption practices of Vietnamese consumers. Despite several studies focusing on these changes, the impact of the government's politics on young Vietnamese consumers’ consumption practices has been largely unexamined. This study explores how young Vietnamese consumers develop and express their self-identity through their everyday consumption practices. Our findings from in-depth interviews and participatory observation indicate that consumption fosters reflexive self-awareness concerning the young consumers’ competences, body sensitivities, and distinctive tastes in response to the control exerted by the government. The findings also reveal that young Vietnamese consumers use their everyday consumption practices to achieve individualization through self-emancipation, self-enrichment, and self-actualization, and to achieve socialization through self-authentication and self-cultivation. In this way, young Vietnamese consumers reject the communist identity and lifestyles promoted by the government.

OriginalsprogEngelsk
TidsskriftJournal of Business Research
Vol/bind86
Sider (fra-til)490-500
ISSN0148-2963
DOI
StatusUdgivet - 2018

Fingeraftryk

Young consumers
Government
Self-awareness
Income
Individualization
Authentication
Emancipation
Economic reform
Self-actualization
Self-identity
Political reform
In-depth interviews
Lifestyle
Socialization

Citer dette

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title = "Toward an understanding of young consumers’ daily consumption practices in post-Doi Moi Vietnam",
abstract = "More than 30 years have passed since Doi Moi, the economic and political reforms that transformed Vietnam into a lower middle-income market from one of the world's poorest markets. This transformation brought about changes in the consumption practices of Vietnamese consumers. Despite several studies focusing on these changes, the impact of the government's politics on young Vietnamese consumers’ consumption practices has been largely unexamined. This study explores how young Vietnamese consumers develop and express their self-identity through their everyday consumption practices. Our findings from in-depth interviews and participatory observation indicate that consumption fosters reflexive self-awareness concerning the young consumers’ competences, body sensitivities, and distinctive tastes in response to the control exerted by the government. The findings also reveal that young Vietnamese consumers use their everyday consumption practices to achieve individualization through self-emancipation, self-enrichment, and self-actualization, and to achieve socialization through self-authentication and self-cultivation. In this way, young Vietnamese consumers reject the communist identity and lifestyles promoted by the government.",
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author = "Nguyen, {Nhat Nguyen} and Nil {\"O}z{\cc}aglar-Toulouse and Dannie Kjeldgaard",
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Toward an understanding of young consumers’ daily consumption practices in post-Doi Moi Vietnam. / Nguyen, Nhat Nguyen; Özçaglar-Toulouse, Nil; Kjeldgaard, Dannie.

I: Journal of Business Research, Bind 86, 2018, s. 490-500.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

TY - JOUR

T1 - Toward an understanding of young consumers’ daily consumption practices in post-Doi Moi Vietnam

AU - Nguyen, Nhat Nguyen

AU - Özçaglar-Toulouse, Nil

AU - Kjeldgaard, Dannie

PY - 2018

Y1 - 2018

N2 - More than 30 years have passed since Doi Moi, the economic and political reforms that transformed Vietnam into a lower middle-income market from one of the world's poorest markets. This transformation brought about changes in the consumption practices of Vietnamese consumers. Despite several studies focusing on these changes, the impact of the government's politics on young Vietnamese consumers’ consumption practices has been largely unexamined. This study explores how young Vietnamese consumers develop and express their self-identity through their everyday consumption practices. Our findings from in-depth interviews and participatory observation indicate that consumption fosters reflexive self-awareness concerning the young consumers’ competences, body sensitivities, and distinctive tastes in response to the control exerted by the government. The findings also reveal that young Vietnamese consumers use their everyday consumption practices to achieve individualization through self-emancipation, self-enrichment, and self-actualization, and to achieve socialization through self-authentication and self-cultivation. In this way, young Vietnamese consumers reject the communist identity and lifestyles promoted by the government.

AB - More than 30 years have passed since Doi Moi, the economic and political reforms that transformed Vietnam into a lower middle-income market from one of the world's poorest markets. This transformation brought about changes in the consumption practices of Vietnamese consumers. Despite several studies focusing on these changes, the impact of the government's politics on young Vietnamese consumers’ consumption practices has been largely unexamined. This study explores how young Vietnamese consumers develop and express their self-identity through their everyday consumption practices. Our findings from in-depth interviews and participatory observation indicate that consumption fosters reflexive self-awareness concerning the young consumers’ competences, body sensitivities, and distinctive tastes in response to the control exerted by the government. The findings also reveal that young Vietnamese consumers use their everyday consumption practices to achieve individualization through self-emancipation, self-enrichment, and self-actualization, and to achieve socialization through self-authentication and self-cultivation. In this way, young Vietnamese consumers reject the communist identity and lifestyles promoted by the government.

KW - Everyday consumption practices

KW - Qualitative approach

KW - Self-identity

KW - Vietnam

KW - Young consumer

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DO - 10.1016/j.jbusres.2017.10.002

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EP - 500

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