Table 1 Operationalization of the latent...

Table 1

Operationalization of the latent variables

Constructs	Items	Adapted from
Hedonism	H1: Purchasing inconspicuous luxury apparel gives me sense of satisfaction	Ioana-Daniela et al. (2018), Shahid and Paul (2021) and Vigneron and Johnson (2004)
	H2: Wearing subtle apparel gives me pleasure and H3: Wearing luxury apparel with no evident display of logos gives a deeper meaning to my life
	H4: Wearing inconspicuous luxury apparel enhances the quality of my life
Cultural capital	C1: I read a lot of fashion magazines	Da Cunha Brandão and Barbedo (2022) and Khodadady and Natanzi (2012)
	C2: I visit art galleries and fashion shows
	C3: I attend handicraft galleries
	C4: I buy a lot of books and read them
	C5: I visit museums and historical places
Independent self-construal	ISC1: I like to express my self-identity through subtle luxury apparel choices	Da Cunha Brandão and Barbedo (2022)
	ISC2: It's important for me to act as an individual person while choosing luxury apparel
	ISC3: I like being different from others with my inconspicuous luxury apparel choices
	ISC4: I take responsibility of the kind of subtle luxury apparel choices. (deleted)^a
Quality	Q1: Inconspicuous luxury apparel have high quality	Kastanakis and Balabanis (2014)
	Q2: Luxury apparel which are handmade are easy to maintain
	Q3: Subtle luxury apparel are long lasting
Unpopular-choice counter-conformity	UCCC1: When choosing apparel, I have sometimes dared to be different in ways that others are likely to disapprove. (deleted)^a	Das et al. (2021) and Tian et al. (2001)
	UCCC2: I often violate the social norms of my group by purchasing inconspicuous or subtle luxury apparel
	UCCC3: I wear inconspicuous luxury apparel as a way of telling people that I am different
	UCCC4: I actively seek to pursue uniqueness by wearing subtle luxury apparel with no logo on them
Snob effect	SE1: I like to purchase luxury apparel that are not easily available and accessible	Das et al. (2021) and Kastanakis and Balabanis (2012)
	SE2: I intend to buy luxury apparel with such limited production that its users are really distinguished and unique
	SE3: I intend to buy luxury apparel that has just been launched and is currently recognized and valued by only a small circle of people
Creative-choice counter-conformity	CCCC1: I purchase inconspicuous apparel as a way of telling people I’m different	Das et al. (2021), Shao et al. (2019) and Tian et al. (2001)
	CCCC2: When buying apparel, an important goal is to find something that communicates my uniqueness
	CCCC3: I like purchasing inconspicuous luxury apparel as they convey my individuality without offend anyone
Purchase intention towards inconspicuous luxury apparel consumption	PI1: It is important for me to choose apparel that differentiates me from others	Berger and Ward (2010), Da Cunha Brandão and Barbedo (2022) and Dogan et al. (2020)
	PI2: I would like to feel that I belong to an exclusive minority through the products/services I purchase
	PI3: I need to avoid apparel that others would buy
	PI4: I would like to be a part of exclusive minority rather than mass majority
	PI5: It bothers me when majority consumers around me have the apparel that I own

Constructs	Items	Adapted from
Hedonism	H1: Purchasing inconspicuous luxury apparel gives me sense of satisfaction	Ioana-Daniela et al. (2018), Shahid and Paul (2021) and Vigneron and Johnson (2004)
	H2: Wearing subtle apparel gives me pleasure and H3: Wearing luxury apparel with no evident display of logos gives a deeper meaning to my life
	H4: Wearing inconspicuous luxury apparel enhances the quality of my life
Cultural capital	C1: I read a lot of fashion magazines	Da Cunha Brandão and Barbedo (2022) and Khodadady and Natanzi (2012)
	C2: I visit art galleries and fashion shows
	C3: I attend handicraft galleries
	C4: I buy a lot of books and read them
	C5: I visit museums and historical places
Independent self-construal	ISC1: I like to express my self-identity through subtle luxury apparel choices	Da Cunha Brandão and Barbedo (2022)
	ISC2: It's important for me to act as an individual person while choosing luxury apparel
	ISC3: I like being different from others with my inconspicuous luxury apparel choices
	ISC4: I take responsibility of the kind of subtle luxury apparel choices. (deleted)^a
Quality	Q1: Inconspicuous luxury apparel have high quality	Kastanakis and Balabanis (2014)
	Q2: Luxury apparel which are handmade are easy to maintain
	Q3: Subtle luxury apparel are long lasting
Unpopular-choice counter-conformity	UCCC1: When choosing apparel, I have sometimes dared to be different in ways that others are likely to disapprove. (deleted)^a	Das et al. (2021) and Tian et al. (2001)
	UCCC2: I often violate the social norms of my group by purchasing inconspicuous or subtle luxury apparel
	UCCC3: I wear inconspicuous luxury apparel as a way of telling people that I am different
	UCCC4: I actively seek to pursue uniqueness by wearing subtle luxury apparel with no logo on them
Snob effect	SE1: I like to purchase luxury apparel that are not easily available and accessible	Das et al. (2021) and Kastanakis and Balabanis (2012)
	SE2: I intend to buy luxury apparel with such limited production that its users are really distinguished and unique
	SE3: I intend to buy luxury apparel that has just been launched and is currently recognized and valued by only a small circle of people
Creative-choice counter-conformity	CCCC1: I purchase inconspicuous apparel as a way of telling people I’m different	Das et al. (2021), Shao et al. (2019) and Tian et al. (2001)
	CCCC2: When buying apparel, an important goal is to find something that communicates my uniqueness
	CCCC3: I like purchasing inconspicuous luxury apparel as they convey my individuality without offend anyone
Purchase intention towards inconspicuous luxury apparel consumption	PI1: It is important for me to choose apparel that differentiates me from others	Berger and Ward (2010), Da Cunha Brandão and Barbedo (2022) and Dogan et al. (2020)
	PI2: I would like to feel that I belong to an exclusive minority through the products/services I purchase
	PI3: I need to avoid apparel that others would buy
	PI4: I would like to be a part of exclusive minority rather than mass majority
	PI5: It bothers me when majority consumers around me have the apparel that I own

Note(s): ^aItems deleted due to insignificant factor loadings

Source(s): Authors’ creation

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