Abstract
The social network of an individual and the peer group that an individual is in has a crucial impact on the individual’s consumption decisions and behaviors. From their social networks and peer groups, individuals can develop positive consumption decisions and behaviors, such as enabling information sharing and knowledge exchange related to consumption, exposing themselves to various beliefs and diverse perspectives, involving themselves in social networks that share the same interests, providing support to individuals who are struggling due to emotional and physical challenges, and also promoting collaborative consumption in which individual and collectively share resources. On the other hand, negative impacts such as social comparison, peer pressure, conformity to harmful behaviors, and the normalization of harmful behaviors can cause significant damage to consumption behaviors which eventually lead to damage to mental and physical health. This paper discusses the multifaceted impacts that various types of social networks have on individuals’ consumption decisions and behaviors.
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