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What is Malaysian Gen Y and Conspicuous Consumption about?

This research investigates the influence of cultural, material, and religious values on the conspicuous consumption behaviors of Malaysian Generation Y consumers. Utilizing a theoretical model and data from 262 undergraduate students, the study finds that collectivism and materialism positively relate to conspicuous consumption, while uncertainty avoidance has a negative relationship. The findings provide insights for marketers to better understand and target this emerging consumer segment in Asia, highligh

Author

2354010342phuong

Language

EN