Consumption and Vietnam’s New Middle Classes

This book studies the dramatic changes in consumption patterns in Vietnam the past decades, combining a focus on everyday practices and societal transformations. Zooming in on the new urban middle classes, and through in-depth case studies in the realms of mobility, food and energy, the book brings new insights to some of the most urgent global sustainability challenges. Based on a decade of research in Vietnam, the book aims to contribute to better understanding one of the most fascinating 'development success stories' in the world. It introduces the term 'consumer socialism' to analyse some of the contradictions embedded in the socialist market economy. Simultaneously, the book aims to contribute to strengthening consumption research in and on emerging economies, and for this purpose develops a theoretical approach combining social practice theory and political economy.

1. Introduction: Consumption, Societal Transformations And Everyday Life In Vietnam.- 2. Consumption Transformed: пi M¿i, New Middle Classes And The Construction Of Consumer Socialism.- 3. Reflexive Individuals And The Political Economy Of Everyday Practices: Theorising Consumption And Capitalist Development.- 4. Wheels Of Change: Motorbikes, Cars And Capitalism.- 5. Food Transformations, Food Cultures And Food Practices In The Socialist Market Economy.- 6. пi M¿i And The Meatification Of Everyday Food Practices.- 7. Electrifying Development: Consumption Booms And Household Energy Demand.- 8. Conclusions: Consumption, Sustainability And The Political Economy Of Consumer Socialism.