The purpose of this paper is to explore underlying antecedents for inconspicuous luxury motivations by developing and testing a conceptual model under the self-concept mechanism with the influence of cultural capital. A questionnaire-based survey is used to collect data, and structural equation modeling is applied to analyze the data. Although growing interests in academia focus on the relationship between cultural capital and inconspicuous luxury, quantitative studies are scant. This research contributes to the literature by empirically investigating the impact of cultural capital in the relationship within the construct of consumers’ self-concept and inconspicuous luxury motivations.

• Yingyu Li(Japan, Waseda University)
• Shin’ya Nagasawa(Japan, Waseda University)