I, me, and my everything: Self conceptual traits and compulsive buying behavior

Moin Ahmad Moon, Shakeeb Faheem and Amna Farooq

Journal of Retailing and Consumer Services, 2022, vol. 68, issue C

Abstract: Compulsive buying behavior is detrimental to the well-being of the consumers, brands, and the economy. Therefore, the current study aims to understand how the self-conceptual traits and values underline the corridors to the compulsive buying behavior of fashion apparel products. We collected self-administered data from systematically selected 744 young shopping mall consumers and employed structural equation modeling (SEM) via maximum likelihood method for analysis. Self-conceptual traits (physical and achievement vanity), materialism, and brand consciousness play a pivotal role in the development of compulsive buying behavior in young consumers of Pakistan. Furthermore, the presence of materialistic attitude and brand consciousness in consumers firmly explains vanity-driven consumer's excessive, chronic, and unneeded purchasing of fashion appeal products. Policymakers and fashion apparel marketers should limit the excessive use of self-oriented and self-defining appeals in their marketing campaigns and focus on strategies that build consumer relationships with brands based on mutual benefits and welfare.

Keywords: Compulsive buying behavior; Physical vanity; Achievement vanity; Fashion apparel products; S–O-R model; Brand consciousness; Materialism; Emerging economy; Pakistan (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:68:y:2022:i:c:s0969698922001680

DOI: 10.1016/j.jretconser.2022.103075

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