Article: Adoption barriers of luxury lingerie as an inconspicuous consumption product Journal: International Journal of Business Innovation and Research (IJBIR) 2025 Vol.38 No.6 pp.1 - 29 Abstract: 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. Inderscience Publishers - linking academia, business and industry through research

Title: Adoption barriers of luxury lingerie as an inconspicuous consumption product

Authors: Harry Mores; Yosef Dedy Pradipto

Addresses: Management Department, BINUS Business School, Doctor of Research in Management, Bina Nusantara University, 11480, Jakarta, Indonesia ' Psychology Department, Faculty of Humanities, BINUS University, 11480, Jakarta

Abstract: 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.

Keywords: inconspicuous consumption; luxury lingerie; self-concept; emotional attachment; attitude; social media; PLS-SEM.

DOI: 10.1504/IJBIR.2025.149936

International Journal of Business Innovation and Research, 2025 Vol.38 No.6, pp.1 - 29

Received: 24 May 2025
Accepted: 28 Jun 2025
Published online: 18 Nov 2025 *

Title: Adoption barriers of luxury lingerie as an inconspicuous consumption product

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