Consumption and Vietnam’s New Middle Classes: Societal Transformations and Everyday Life

This book explores the dramatic changes in consumption patterns in Vietnam over the past decades, focusing on the new urban middle classes and contributing to understanding global sustainability challenges. It introduces the term 'consumer socialism' to analyze contradictions in the socialist market economy and strengthens consumption research in emerging economies.

Format: Hardback
Length: 203 pages
Publication date: 02 November 2022
Publisher: Springer International Publishing AG

This captivating book delves into the profound shifts in consumption patterns that have unfolded in Vietnam over the past several decades, seamlessly blending a focus on everyday practices and societal transformations. By zooming in on the emerging urban middle classes, and through in-depth case studies encompassing mobility, food, and energy, the book offers fresh perspectives on some of the most pressing global sustainability challenges. Drawing upon a decade of extensive research in Vietnam, the book endeavors to enrich our understanding of one of the most remarkable "development success stories" in the world. It introduces the concept of "consumer socialism" to analyze the inherent contradictions within the socialist market economy. Simultaneously, the book aims to make significant contributions to the field of consumption research, particularly in emerging economies. To achieve this, it develops a theoretical framework that centers on social practices and the political economy of consumption, fostering a deeper understanding of the complex dynamics shaping consumer behavior in these contexts.

Introduction:
Vietnam has undergone a remarkable transformation in its consumption patterns, driven by rapid economic growth, urbanization, and social changes. This book aims to explore the intricate dynamics that have shaped these shifts, shedding light on the emerging consumer classes, their practices, and the broader societal implications.
Focus on Everyday Practices:
The book delves into the daily lives of individuals and households, examining their consumption choices, preferences, and experiences. By studying the mundane aspects of consumption, such as food shopping, transportation, and energy consumption, the book provides a nuanced understanding of the ways in which individuals navigate the complex market environment and shape their own consumption practices.
Societal Transformations:
In addition to examining individual practices, the book also explores the broader societal transformations that have accompanied these changes. It examines how economic development, globalization, and political changes have influenced consumption patterns, consumer behavior, and the role of consumer goods in shaping social identities and relationships.
New Urban Middle Classes:
A significant focus of the book is on the emerging urban middle classes in Vietnam. These classes have emerged as a powerful force in shaping consumption patterns and driving economic growth. The book examines the characteristics, preferences, and consumption habits of this group, as well as their role in shaping the market environment and influencing government policies.
In-Depth Case Studies:
To provide a comprehensive understanding of the changing consumption landscape, the book includes in-depth case studies of various sectors, such as mobility, food, and energy. These case studies offer a detailed examination of the challenges and opportunities faced by consumers in these sectors, as well as the strategies employed by businesses and policymakers to address these challenges.
Contribution to Global Sustainability Challenges:
The book's findings have important implications for global sustainability challenges. By analyzing the contradictions and complexities of consumption in emerging economies, the book offers insights into the challenges and opportunities for sustainable consumption and production. It provides valuable lessons for policymakers, businesses, and consumers alike, as they seek to navigate the complex web of sustainability challenges.
Conclusion:
In conclusion, this book offers a rich and insightful exploration of the changing consumption patterns in Vietnam, providing a valuable contribution to the field of consumption research. By combining a focus on everyday practices and societal transformations, the book offers new perspectives on some of the most pressing global sustainability challenges. It is a must-read for scholars, policymakers, and anyone interested in understanding the complex dynamics of consumption in emerging economies.

Weight: 421g
Dimension: 210 x 148 (mm)
ISBN-13: 9783031141669
Edition number: 1st ed. 2022