Abstract
Vietnam is undergoing a rapid transformation to a more prosperous society. This article analyzes household decision making in a transforming economy that has undergone modification of the traditional view of the family, from being an autonomous unit to an object of state policy. This is relevant because policy interventions shape household consumption through gender equality programs and thus have an impact on sex-role specialization. The aim of this study is to advance understanding of Vietnamese household consumption decisions and spouses’ current influence patterns by investigating sex-role specialization in Vietnamese middle-class families’ decision making. Overall, no significant sex-role changes were observed. It seems that traditional Vietnamese sex-role specialization does not (yet) differ among age groups. Instead, traditional sex-role segmentation remains predominant across all investigated age groups. While economic and consumption habits change rapidly, middle-class families appear to preserve their traditional influence patterns in purchase decisions.
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