Keywords
Symbolic Consumption, Low-Income Consumers, Identity Lock-In, Moral Self-Validation, Transformative Consumer
Document Type
Abstract
Description or Abstract
This extended abstract presents a conceptual study exploring why low-income consumers engage in luxury fashion consumption despite financial limitations. The research reframes these purchases as emotionally driven acts of identity repair, introducing the constructs of perceived social identity lock-in and moral self-validation to explain how consumers cope with exclusion and affirm self-worth through symbolic consumption. A conceptual model is proposed and a sequential mixed-methods design is outlined for future empirical testing. This work contributes to Transformative Consumer Research by centering emotional coping in aspirational consumption and offers practical insights for inclusive, dignity-based branding strategies.
Included in
Symbolic Consumption as Self-Preservation: Psychological Vulnerabilities and Identity Repair in Low-Income Luxury Consumers
This extended abstract presents a conceptual study exploring why low-income consumers engage in luxury fashion consumption despite financial limitations. The research reframes these purchases as emotionally driven acts of identity repair, introducing the constructs of perceived social identity lock-in and moral self-validation to explain how consumers cope with exclusion and affirm self-worth through symbolic consumption. A conceptual model is proposed and a sequential mixed-methods design is outlined for future empirical testing. This work contributes to Transformative Consumer Research by centering emotional coping in aspirational consumption and offers practical insights for inclusive, dignity-based branding strategies.