Quiet luxury and minimalist values: Longitudinal evidence on sustainable luxury consumption

This study integrates the value–attitude–behavior (VAB) framework to examine how inconspicuous minimalist values shape sustainable luxury consumption over time. Specifically, inconspicuous minimalism is conceptualized as a value-based construct that fosters social connectedness, social-adjustive attitudes, and value-expressive attitudes, which in turn drive purchase intentions and subsequent sustainable luxury consumption. Additionally, grounded in social identity theory, the current study examines the moderating role of aspirational group fit in shaping these relationships. We conducted a two-wave longitudinal study among luxury consumers in Vietnam, an emerging economy. Data were collected at a one-month interval, resulting in sample sizes of 577 and 564 respondents, and were analysed using partial least squares structural equation modelling (PLS-SEM). Subsequently, semi-structured interviews were conducted with a purposive subsample of respondents to clarify how inconspicuous minimalism translates into sustainable luxury purchase intention and consumption. Results show that inconspicuous minimalism positively predicts social connectedness and both attitude functions, which in turn jointly mediate its effect on sustainable luxury purchase intention, and ultimately result in sustainable luxury consumption. Aspirational group fit strengthens the paths from inconspicuous minimalism to social connectedness and both attitudinal motives. Longitudinal comparisons indicate that both path coefficients and construct levels remain stable across two waves, suggesting that the influence of minimalist values is durable across both measurement waves. The current study advances the existing literature by clarifying the psychological mechanisms linking minimalist values to quiet sustainable luxury and examining the boundary conditions that strengthen these effects. Its findings also offer insightful implications for practitioners, such as brand managers, marketers, and policymakers seeking to promote sustainable luxury consumption among inconspicuous minimalists.