The Role of Cultural Norms and Religious Values in a Moderated-Mediation Model of Inconspicuous Consumption Purchase Intention of Luxury Lingerie

This study investigates the antecedents and socio-cultural moderators of inconspicuous consumption of luxury lingerie in Indonesia. It explores how self-concept, emotional attachment, brand trust, brand image, and social media influence shape women's attitudes and purchase intentions, while examining the moderating roles of cultural norms and religious values within a conservative consumption environment. Using a quantitative research design, data were collected through an online survey of 309 urban Indonesian women aged 20–45 who had purchased or expressed interest in luxury lingerie. The study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both a non-moderation and a moderation model, incorporating cultural and religious moderating variables. Attitude toward luxury lingerie emerged as the strongest and most consistent predictor of inconspicuous consumption purchase intention. Self-concept, emotional attachment, and brand image significantly influenced attitude, which in turn mediated their impact on behavioral intention. Social media exerted a direct effect on purchase intention, bypassing attitude. Cultural norms and religious values did not significantly moderate the attitude-intention relationship, suggesting a generational shift in consumption behavior when luxury remains private. This research advances luxury consumption theory by focusing on inconspicuous consumption within a culturally conservative, Muslim-majority context. It integrates Self-Concept Theory, TPB, and DOI to explain psychological and cultural mechanisms in a rarely examined product category—luxury lingerie. The findings highlight a nuanced form of empowerment and self-expression through private consumption, challenging traditional assumptions about visibility in luxury behavior.