Adoption barriers of luxury lingerie as an inconspicuous consumption product

This study explores the psychological and brand-related drivers of Indonesian women's inconspicuous consumption of luxury lingerie. It analyses how self-concept, emotional attachment, brand trust, brand image, and social media influence shape attitudes and, in turn, purchase intentions for discreet luxury products. Using a quantitative method, data were collected via an online survey of 309 urban Indonesian women aged 20-45 who had purchased or shown interest in luxury lingerie. Partial Least Squares Structural Equation Modelling (PLS-SEM) was employed to test a mediation model, highlighting attitude as the key bridge between psychological and behavioural variables. Findings reveal attitude as the strongest predictor of purchase intention, with self-concept, emotional attachment, and brand image significantly shaping it. Brand trust and social media show more limited or indirect effects, though social media directly impacts purchase intention. Integrating self-concept theory, TPB, and DOI, the study advances the understanding of discreet luxury behaviour in culturally modest, Muslim-majority contexts.