Conspicuous Consumption of Luxury Fashion Goods  South Korean Elite University Students and the Search for Status

This paper looks into the relationship between status and the consumption of clothing among South Korean elite university students. While prior research suggests that South Korean university students are increasingly taking part in conspicuous consumption behaviors as a way to enhance their social status, little research has been done on the specific case of SKY university students. This paper aims to gain a broader understanding of the societal drivers behind the consumption of luxury fashion goods among elite university students. The research uses both qualitative and quantitative research methods, through a survey with both Likert scales and open-ended answer possibilities. The analysis indicates that personal status is not wished to be enhanced through the consumption of luxury clothing. However, results also show an inherent quest for self-determination and individualisation from elite university students, in a culture increasingly conflicted between traditional collectivist...Show moreThis paper looks into the relationship between status and the consumption of clothing among South Korean elite university students. While prior research suggests that South Korean university students are increasingly taking part in conspicuous consumption behaviors as a way to enhance their social status, little research has been done on the specific case of SKY university students. This paper aims to gain a broader understanding of the societal drivers behind the consumption of luxury fashion goods among elite university students. The research uses both qualitative and quantitative research methods, through a survey with both Likert scales and open-ended answer possibilities. The analysis indicates that personal status is not wished to be enhanced through the consumption of luxury clothing. However, results also show an inherent quest for self-determination and individualisation from elite university students, in a culture increasingly conflicted between traditional collectivist values and the rise of individual values.Show less

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Conspicuous Consumption of Luxury Fashion Goods South Korean Elite University Students and the Search for Status