On the afternoon of June 18, 2025, at Room P501, Building A2, National Economics University, a doctoral dissertation defense ceremony was held for PhD candidate Nguyen Bao Ngoc, majoring in Economics (E-PhD Program), with the dissertation titled "An investigation into inconspicuous luxury consumption in Vietnam.".
The doctoral dissertation was supervised by Prof. Dr. Nguyen Tuyet Mai from the National Economics University.
The ceremony was attended by Defense Committee members, including representatives from the National Economics University: Assoc. Prof. Dr. Vu Huy Thong – Committee Chairman, Dr. Nguyen Hoang Linh, and Dr. Nguyen Hoai Long. External committee members included: Assoc. Prof. Dr. Nguyen Thi Bich Loan from University of Commerce; Assoc. Prof. Dr. Pham Thuy Giang and Assoc. Prof. Dr. Nguyen Hoai Nam from Banking Academy; and Assoc. Prof. Dr. Le Thai Phong from Foreign Trade University.
Additionally, the ceremony was attended by the supervising faculty member, colleagues from the candidate's workplace, friends, and family members of the PhD candidate.
Under the chairmanship of Assoc. Prof. Dr. Vu Huy Thong – Council Chairman, the Council reviewed the academic credentials, research achievements, learning process, and scientific research results of PhD candidate Nguyen Bao Ngoc throughout the dissertation implementation period. The Council members highly commended the candidate's academic achievements, research contributions, and dedicated efforts during this time.
Subsequently, PhD candidate Nguyen Bao Ngoc presented the research findings of her dissertation to the Defense Committee.
In her doctoral dissertation, PhD candidate Nguyen Bao Ngoc conducted research on "An investigation into inconspicuous luxury consumption in Vietnam." The dissertation has made initial contributions to both academic and theoretical aspects: First, the dissertation contributes to existing literature with limited research on ethical considerations regarding inconspicuous luxury consumption. In fact, this is among the few studies that advance understanding of inconspicuous luxury consumption by integrating both the Theory of Planned Behavior (TPB) and Hunt-Vitell's Marketing Ethics Theory into a unified research framework. Second, this dissertation highlights the role of several key concepts within the context of emerging economies. For instance, the dissertation emphasizes the conceptual dimensions of self-construal (collectivism and individualism) in shaping Vietnamese consumers' moral judgments in the context of inconspicuous luxury consumption. Similarly, the dissertation also clarifies the important role of status-seeking motivation in shaping inconspicuous luxury purchase intentions in developing countries, a topic that has not been fully explored in the literature.
Finally, the dissertation affirms the presence of inconspicuous luxury consumption in developing countries such as Vietnam. Indeed, this is among the few studies examining this phenomenon in such a context.
The dissertation's key findings have been published in international scientific journals indexed in ISI/Scopus databases.
According to the assessment of Council members, the dissertation reflects PhD candidate Nguyen Bao Ngoc's serious learning and research process. The research findings possess high scientific value and practical applicability.
After discussion, the dissertation examination Council conducted a closed meeting, resulting in unanimous approval from all 7 present members. Assoc. Prof. Dr. Vu Huy Thong, on behalf of the Council, congratulated PhD candidate Nguyen Bao Ngoc on successfully defending her doctoral dissertation.
Congratulations to the newly minted Dr. Nguyen Bao Ngoc!
More photos at the events:
Article and photos: Institute for Sustainable Development
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