Going (in)conspicuous: antecedents and moderators of luxury consumption

As a result of the increasing worldwide luxury expenditure, and consequently, its democratization, consumers in mature markets feel that luxury has lost its uniqueness and exclusivity. Despite academia having deemed conspicuousness and luxury connected, this study intends to determine the main antecedents of (in)conspicuous luxury consumption, and cross-culturally analyze both conspicuous and inconspicuous luxury consumption. A partial least square structure equational model was conducted. The data collection framework followed a traditional SEM data collection and consequent analysis. The results revealed that consumer need for uniqueness is an antecedent of inconspicuousness luxury consumption, while cultural capital has a negative effect on conspicuous luxury consumers, mediated by susceptibility to normative influence. Additionally, between Southern European and Central/Eastern European consumers, cultural capital impacts differently on luxury consumption. By adopting a critical view of the nature of luxury, analyzing its conceptual evolution through the ages, and matching it to its current landscape via identifying antecedents of inconspicuous luxury consumption, this study is a steppingstone for luxury consumption research, as it postulates a new understanding of what constitutes luxury consumption, thus opening up new research avenues for academia.