Abstract
Many of our consumption decisions are motivated by our desire for status. The underlying mechanism of status consumption can be understood by focusing on cultural orientation at the individual level, the lifestyle of health and sustainability (LOHAS), and materialism. Drawing on the means-end theory of lifestyle, we examine the roles of the LOHAS lifestyle in linking an individual's cultural orientation to status consumption. 204 survey data were collected in the U.S. The results show that individualism and collectivism are positively related to the LOHAS lifestyle, which in turn leads to status consumption. Furthermore, materialism moderates the relationship between the LOHAS lifestyle and status consumption. These findings contribute to the existing literature on status consumption and provide insights for marketing managers on how to position status-oriented products in the marketplace.
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