Consumer Theory Research Articles

Conspicuous consumption at the Indian BOP: a boon or bane?

Purpose This study aims to investigate the impact of conspicuous consumption on the subjective well-being (SWB) of Indian bottom of the pyramid (BOP) consumers. Design/methodology/approach This study followed a qualitative phenomenological approach. Focus group discussions were conducted with 72 Indian BOP consumers. Thematic analysis resulted in 21 categories and 9 themes. Findings This study revealed three distinct categories of consequences related to the effects of conspicuous consumption on SWB at the BOP. Conspicuous consumption can either enhance or diminish the BOP consumers’ SWB and sometimes even simultaneously have constructive and adverse effects (a double-edged sword). This study presents a conceptual model examining the consequences of conspicuous consumption at the BOP through the lenses of social comparison and compensatory consumption theories. Originality/value The literature has classified the consequences of conspicuous consumption at the BOP as constructive or adverse effects. This study reveals that conspicuous consumption at the BOP can be a double-edged sword. This study indicates that social comparison drives compensatory consumption at the BOP, which impacts the SWB of BOP consumers. Such an amalgamation of the theories of conspicuous consumption, social comparison and compensatory consumption is the unique contribution of this research. The implications for practice and policy are discussed.

The impact of sustainable consumption psychology on NEV repurchase intention: The moderating effect of gender differences

This study continues the dialogue around sustainable consumption psychology and its effects on New Energy Vehicle repurchase intentions, depending on moderating gender differences. To achieve this, we employed sustainable consumption theories, social identity theory, and gender schema theory to formulate our conceptual framework, which we corroborated with the data of 527 NEV owners across Chinese cities in varying tiers. The outcomes indicate a substantial direct effect of sustainable consumption psychology on repurchase intention (β = 0.467, p < 0.001) with value perception acting as a mediator. The literature on sustainable consumption psychology identifies two variables, environmental awareness and social responsibility, which have differing outcomes according to the gender of the consumer. For instance, female consumers are motivated more by environmental awareness as compared to male consumers who relate more social responsibility to the buying intention (β = 0.328). Conversely, male consumers are motivated stronger to buy on social responsibility in comparison to female consumers (β = 0.376). Multi-group analysis also depicts significant differences between these relationships in demographic slices, with the greatest impact being the high-income, middle-aged, first-tier city dwellers. This insight not only enhances theoretical perspectives on sustainable buying behavior but also assists manufacturers, marketers, and policymakers in effective promotion of sustainable transport means.The research adds value to existing literature in sustainable consumption while also providing value on the ground with regard to NEV market creation, particularly on sustainability consumption with respect to gender and other demographic variables.

How penetration of e-commerce in rural areas drives consumption in China

PurposeThis paper explores how rural e-commerce drives consumption in both urban and rural residents; further, it presents evidence from the perspective of e-commerce penetration in rural areas and among farmers to assess the contribution of e-commerce to China’s economic strategy goal of fostering an economy driven by domestic demand.Design/methodology/approachData of Taobao villages from 2014 to 2021 are matched with data on prefecture-level cities. A two-way fixed effect model, instrumental variable model and group comparison method are employed to explore the role and mechanism of e-commerce penetration in rural areas in stimulating residents’ consumption through consumption propensity, purchasing power and consumer population.FindingsThe findings confirm that e-commerce penetration of rural areas can stimulate residential consumption, and residents generally adhere to the consumption concept of “living within their means.” The driving effect on residents’ consumption is achieved by expanding the urban consumer population and improving the purchasing powers of both urban and rural residents. The spatial dispersion of e-commerce villages strengthens the positive impact of e-commerce penetration in rural areas on consumption; this strengthening is caused by the increasing consumer population of urban residents and the purchasing power of both urban and rural residents. The agriculture-oriented e-commerce penetration of rural areas negatively impacts residents’ consumption, consumption propensity and consumer population; however, industrial-oriented penetration positively affects residents’ consumption, consumption propensity, purchasing power and consumer population.Originality/valueTo the best of our knowledge, this paper is the first to analyze the role and mechanism of e-commerce penetration in rural areas in stimulating residents’ consumption through consumption propensity, purchasing power and consumer population. This study contributes to advancing e-commerce and consumer theory by exploring the realm of rural e-commerce while also presenting empirical evidence from China.

The historical rheology and cultural value of private state design

Private states (also referred to as “micronations”) are unique cultural and creative products that involve political, economic, and cultural factors tied to individuals, groups, and specific social contexts. From ancient settlers establishing overseas colonies to modern digital virtual state projects, the forms and operational methods of private states have continuously evolved and innovated. The successful marketing of private states is often accompanied by the creation of narrative elements, such as their histories, constitutions, national flags, and coats of arms, constructing a grand narrative that attracts consumers, in line with the theory of monogatari consumption. As symbolic cultural products, these states not only possess material attributes but, more importantly, also embody cultural experiences and emotional value. Therefore, the significance of studying private states lies in elucidating how they present and operate their unique worldviews and cultural atmospheres to attract participation.

Dissecting the sustainable tourist experience: sustainable consumption theory and co-creation theory approach

PurposeTourists are increasingly co-creating meaningful experiences and demonstrating a growing preference for sustainable travel choices. In response, this study investigates the co-created sustainable tourist experience in the Bahamas.Design/methodology/approachDrawing on sustainable consumption theory and co-creation theory, it aimed to develop a more comprehensive framework that encompasses the entire spectrum of the sustainable tourist experience. Data from 25 in-depth interviews and participant observation were analyzed using an inductive-deductive method.FindingsThe analysis revealed multiple aspects of sustainable tourist experience, including sustainable consumption dimensions (environmental, social/individual, social/interactive, economic and institutional) and co-creation phases (co-production, value-in-use and co-creation), along with travel stages (pre-trip, on-site and post-trip). Based on these insights, this study developed a framework that delineates the mechanism of sustainable tourist experience.Practical implicationsThis study outlines managerial implications for the tourism and hospitality industry, highlighting sustainability as central to the tourist experience. Destination planners are encouraged to promote sustainable initiatives that align with tourists’ desires to co-create experiences, enhancing satisfaction, supporting destination sustainability and contributing to long-term industry viability.Originality/valueThe findings contribute to existing research on co-created, across-stage sustainable tourist experiences by presenting a holistic framework that elucidates the underlying mechanisms. This study extends existing conceptual studies by offering a deeper understanding of how tourists interact and co-create with destinations, emphasizing the need to integrate sustainability more effectively into the tourist experience across all stages of travel.

THE LIFE CYCLE THEORY AND PERMANENT INCOME THEORY IN HOUSEHOLD FINANCIAL SUSTAINABILITY

This article explains the interplay between the Life Cycle Theory (LCT) and Permanent Income Theory (PIT) in the domain of household financial sustainability. By integrating these two prominent frameworks, it offers a comprehensive approach to understanding how households manage their financial activities across their lifetimes. Considering the criticisms of both consumption theories, the article aims to provide valuable insights into distinct aspects of household personal sustainable finance, particularly in the areas of debt management and repayment, assessing sustainable consumption behavior, household expenditure and investment patterns, as well as the utilization and reduction of debt. Integrating these two theories presents a more holistic understanding of household financial sustainability.

Beyond usability: innovation in the digital age as an antidote to social isolation

The study's objective: The article aims to evaluate the impact of life satisfaction during the COVID-19 pandemic in Brazil, considering the perception of usability of intelligent personal assistants (IPAs) and investigating possible moderations of consumer innovation dimensions in this relationship. Methodology/Approach: Field research was carried out with 515 users of intelligent personal assistants (IPAs). The results were analyzed using multiple linear regression, using the SPSS software (Statistical Package for Social Science v.22), with the application of the PROCESS macro. Originality/Relevance: This study contributes to filling a gap in the literature on the diffusion of innovation and adoption of technological products by investigating aspects of innovative consumption in a pandemic and social isolation scenario. Main Results: The research results indicate that domain-specific innovativeness (DSI) moderates the relationship between usability (SUS) and life satisfaction (LS). In contrast, innovativeness behavior (IB) moderates this relationship only with DSI maintained at medium and low levels. It was observed that, with greater usability, life satisfaction increases and is moderated by domain-specific innovativeness. For higher IB levels, LS increases more quickly. Theoretical/Methodological Contributions: Integrating concepts from theories of innovative consumption and diffusion of innovations, the study offers insights into how technology affects well-being in a global crisis. This advanced approach helps understand the mechanisms underlying the impacts of usability and innovation on human behavior. Social/Managerial Contributions: This study helps understand how IPA users can experience greater life satisfaction and social isolation during a pandemic.

Using Augmented Reality to Strengthen Consumer/Brand Relationships: The Case of Luxury Brands

ABSTRACTThough augmented reality (AR) is increasingly adopted in marketing, its capacity to foster consumers' engagement and attachment remain tenuous, exposing an important literature‐based gap. Addressing this gap, we deploy social presence theory and luxury consumption theory to develop and test a model that proposes that consumers' engagement with AR‐deploying luxury brands drives the development of their perceived brand warmth, social value, and brand competence, in turn impacting their brand attachment. To explore these issues, we draw on survey data from a sample of 537 luxury apparel and automotive consumers. The results using structural equation modelling (SEM) show that first, luxury consumers who exhibit high engagement with the AR‐deploying brand perceive higher levels of brand warmth, ‐competence, and social value, in turn raising their attachment to the AR‐deploying luxury brand. Overall, the findings highlight AR's strategic capacity to engage consumers and raise the brand's perceived brand warmth, competence, and social value, in turn boosting individuals' attachment to the AR‐deploying brand.

Role of Cultural Heritage in Luxury Fashion Branding in South Africa

Purpose: The aim of the study was to analyze the role of cultural heritage in luxury fashion branding in South Africa. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The role of cultural heritage in luxury fashion branding in South Africa has become increasingly significant as brands seek to integrate local identity with global luxury standards. Cultural elements, such as traditional patterns, textiles, and craftsmanship, are being incorporated into luxury fashion, reflecting South Africa’s rich heritage and fostering a sense of authenticity and exclusivity. This approach not only strengthens brand identity but also appeals to both local and international consumers who value unique, culturally embedded products. However, challenges include ensuring respectful representation and avoiding cultural appropriation. Unique Contribution to Theory, Practice and Policy: Cultural capital theory, brand heritage theory, symbolic consumption theory may be used to anchor future studies on the role of cultural heritage in luxury fashion branding in South Africa. Fashion brands in South Africa can enhance their market positioning by leveraging unique cultural elements that resonate both locally and globally. Policymakers should create frameworks that ensure cultural elements are not exploited by global fashion brands without proper attribution and compensation to local communities.

Household heroines

Abstract This essay is about the discovery of Maria van Van Nesse’s ledger, which was hidden in a Belgian family archive. With 123 mentions of paintings and drawings, listed among over 3,500 household expenses, Van Nesse instantly became the best documented art buyer of the seventeenth-century Republic, regardless of gender. This essay compares her impact on the art market with that of her sister, Adriana. Furthermore, by applying household consumption theory to art history, and by adding a gender dimension to socio-economic studies, this essay studies the behavioral patterns and decision-making process underlying the purchase of paintings for the household. In so doing, it sheds new light on the market for luxury goods, including artworks, and the retail landscape.

Antecedents the adoption of tour itineraries from smart travel apps: an integration of experiential consumption theory and innovation resistance theory

Purpose The purpose of this study investigate the antecedents the adoption of tour itineraries from smart travel apps. Travelers are progressively expanding their smart travel planning applications to organize their trip-related activities. With the help of these apps, users achieve their favorite tour itineraries and choose their preferred destinations. Design/methodology/approach This study aimed to examine the results of smart tour itineraries on travelers and elucidate the motivations for their continual use and why travel experts are increasingly using smart tour itineraries. Innovation resistance and experiential consumption theories were used in this study. SmartPLS 3.2.8 was used to consider 682 valid samples using structural equation modeling (SEM). Findings This analysis identified the following crucial factors: usage, value, risk and traditional barriers. Moreover, utilitarian and hedonic values significantly affected barriers. Finally, theoretical and practical suggestions are presented along with future research directions. Originality/value This study encompasses the tender of innovation resistance theory to travel itineraries by integrating experiential consumption theory in the context of smart tourism apps.

Navigating Technological Shifts: An Examination of User Inertia and Technology Prestige in Large-Language-Model AI Chatbot Transition

As large-language-model (LLM) AI chatbots create new pathways for problem-solving, they pose a challenge to the dominance of traditional search engines and knowledge sharing platforms. Utilizing theories of Status Quo Bias and Symbolic Consumption, this study investigates how user inertia and the perceived prestige of LLM AI chatbots influence the transition between platforms. A national survey comprising participants who have used LLM AI chatbots, knowledge sharing forums, and search engines (N = 800) within China was conducted. The findings obtained from structural equation modeling reveal that user inertia, rooted in habits and sunk costs, inhibits platform transition; however, the prestige of LLM AI chatbots can promote adoption and mitigate inertia; and entrenched media habits could, surprisingly, facilitate openness to new technologies. Implications on platform migration behavior amid technological advancements are discussed.

Marketing Research on Rural Agricultural Cultural Tourism Products under the Perspective of Symbolic Consumption

This study focuses on the marketing of rural agricultural cultural tourism products under the perspective of symbolic consumption, aiming to explore the application strategies and effects of symbolic consumption theory in the rural agricultural and cultural tourism industry. Firstly, the basic concepts of symbolic consumption theory and its value in marketing are outlined, and then the symbolic features of rural cultural tourism products and their influence on consumers' purchasing decisions are analysed. Through the field study, the practical effects of marketing strategies based on symbolic consumption theory in the marketing of rural cultural tourism products are discussed in depth. This study not only provides theoretical support for the sustainable development of rural cultural tourism industry, but also provides practical guidance for related practitioners.

Green consumption: the role of perceived symbolic value and personal innovativeness

Purpose This study aims to explore the relationship between personal innovativeness, perceived symbolic value and green purchase intentions within the context of sustainable consumption. Specifically, it investigates how personal innovativeness influences both green purchase intentions and perceived symbolic value and examines whether perceived symbolic value mediates the relationship between personal innovativeness and green purchase intentions. Design/methodology/approach Using a survey-based quantitative approach, data were collected from a sample of Indonesian consumers using online panels via SurveyMonkey®. The study used Rogers’ diffusion theory to conceptualize personal innovativeness and drew on theories of symbolic consumption to frame perceived symbolic value. Partial least square structural equation modeling was used to test the proposed hypotheses and explore the relationships among the constructs. Findings The results indicate that personal innovativeness positively affects green purchase intentions and enhances the perceived symbolic value of green products. Moreover, perceived symbolic value influences green purchase intentions and partially mediates the relationship between personal innovativeness and green purchase intentions. These findings underscore the critical role of symbolic value in the adoption of green products and highlight personal innovativeness as a key driver in sustainable consumer behavior. Originality/value This research contributes to the sustainable consumption literature by integrating personal innovativeness with symbolic value considerations in green purchasing decisions, offering a novel insight into how individual traits and product symbolism interact to influence consumer behavior in the context of environmental sustainability.

Determinants of Food Security in Tobacco and Sugarcane Production Zones, Migori County, Kenya

At 34%, food insecurity in Migori County is considered alarming while its measurement has posed challenges to academicians and researchers whilst many studies exist on food security determinants, none has been done in Migori entailing tobacco producers, sugarcane growers and non-growers in Kuria and Migori sub-counties. The study examined food security determinants guided by a consumer theory and measured by means of HFIAS modelled in ologit model. Data collection was done using an open data kit pre-loaded with a questionnaire and analyzed using stata software wherein results depicted 38.89% as severely insecure, 33.33% moderately insecure, 9.26% mildly insecure and 18.52% food secure while household size, off-farm income, capital sourcing was significant at p<0.001 in varying degrees and categories after ologit regression analysis. There is need for the national government to provide cash crop insurance and fixed contracts to prevent risks associated with price fluctuations as well as invest in innovative biotechnology research through formulation of policies to aid in ensuring capacity building through its stakeholders such as the national research institutes and other donor agencies.

The influence of upward social comparison on status consumption in clothing, eating, living, and travelling: The mediating effects of perceived self‐improvement and perceived superiority

AbstractCompensatory consumption theory posits that individuals tend to engage in status consumption as a response to experiencing upward social comparison. However, it is unclear whether upward social comparison can influence status consumption in four lifestyle domains: clothing, eating, living, and travelling. Therefore, we conducted two separate studies with a sample of Chinese consumers. In Study 1, we investigated the effects of upward social comparison on status consumption in four domains by comparing participants with a specific individual. In Study 2, we examined the effects of upward social comparison on status consumption in four domains by comparing participants with a group. Additionally, Study 2 examined the mediating role of perceived self‐improvement and perceived superiority. The results revealed that participants exhibited higher purchase intentions and preferences for status products and services in four consumption domains when exposed to upward social comparison. Furthermore, the results also indicated that perceived self‐improvement and perceived superiority mediated the positive effects of status consumption in four domains under upward social comparison. These findings contribute to the broader applicability of compensatory consumption theory.

Fast fashion consumption as a female competition strategy: implications for sustainable consumption

PurposeThis research considers new and unexplored explanations of why consumers continue to engage in environmentally damaging, fast fashion consumption. It explains why rational arguments alone do not prevent fast fashion consumption or encourage consumers to move toward greater adoption of sustainable fashion consumption behaviours.Design/methodology/approachThis research compared the effects of a “neutral” control and an “intrasexual rivalry” experimental condition on: (1) likelihood to buy, and (2) willingness to pay, of frequent female fast fashion shoppers (N = 184).FindingsWomen use fast fashion as a conspicuous signal to other women, although this is not necessarily why they waste fast fashion purchases. Mating motives appear to produce a significant increase in fast fashion buying behaviour with women feeling intrasexual pressure to engage in consumption, and utilising consumption themselves as a self-promotion strategy.Practical implicationsRetailers tackling wasteful fast fashion consumption can demonstrate that sustainable consumption provides a superior conspicuous signal to fast fashion consumption, instead of solely using rational messaging.Originality/valueGrounded in evolutionary psychology, this study uses three theories of intrasexual rivalry, conspicuous consumption and conspicuous waste to understand how both the volume and variety of fast fashion consumed are used as conspicuous signals in a mate attraction context.

Comparative Study of Consumption Theories: The Perspective of John Maynard Keynes and Monzer Kahf

This study aims to compare the consumption theories of John Maynard Keynes, a conventional economist, and Monzer Kahf, an Islamic economist. The main objective is to identify the strengths and weaknesses of each approach while emphasizing how both theories contribute to economic growth and stability. This study uses a qualitative methodology, thoroughly analyzing primary and secondary sources on the works of both economists. Through comparative analysis, this study evaluates the core concepts and assumptions of each theory. The findings show that Keynes' approach is concerned with individual consumption and its impact on savings and economic growth, while Kahf's theory encourages consumption for the collective good in accordance with Islamic principles. The study concludes that combining elements of both theories can offer a more balanced approach, which at the same time enhances social welfare and economic stability.

Art museum visitors: how do they perform class distinction?

ABSTRACT Previous studies predominantly used sociodemographic factors to categorize art museum visitors, overlooking an in-depth exploration of the motivations guiding their museum experiences and relying heavily on aggregated data. Building upon Bourdieu’s (1984, Distinction: A Social Critique to the Judgment of Taste. Cambridge: Harvard University Press) theory of cultural consumption and Peterson’s (2005a. “Problems in comparative research: The example of omnivorousness.” Poetics 33:257–282. doi:10.1016/j.poetic.2005.10.002; 2005b. “Changing Arts Audiences: Capitalizing on Omnivorousness.” https://culturalpolicy.uchicago.edu/sites/culturalpolicy.uchicago.edu/files/peterson1005.pdf) omnivore/univore theory, this study aims to investigate the distinct segments of art museum visitors, considering their experience expectations and cultural preferences. Specifically, utilizing two-step cluster analysis, we explore the experiences sought by art museum visitors, considering their cultural preferences. Analyzing 411 questionnaires from visitors to Lyon’s premier fine arts museum, two distinct visitor groups emerge. Thus, the findings suggest that conventionally labeled ‘museum-goers’ represent diverse visitor types, emphasizing the holistic importance of considering a combination of factors. The results affirm Peterson's theory adding to the literature that these groups exhibit distinct cultural and culinary preferences, aligning with Bourdieu's social distinction theory. The study offers both theoretical and practical implications.

Consumer Theory-Based Primary Frequency Regulation in Multi-Microgrid Systems within a P2P Energy Management Framework

This paper presents a novel primary frequency regulation strategy for multi-microgrid (MMG) systems, utilizing consumer theory within a peer-to-peer (P2P) energy management framework. By coordinating photovoltaic (PV) systems and energy storage systems (ESS), the proposed method ensures a rapid and effective response to frequency deviations. Unlike conventional approaches, this strategy minimizes the curtailment of renewable energy sources by prioritizing the use of ESS, allowing excess energy to charge the ESS for later use during under-frequency events. This not only enhances energy efficiency but also maximizes renewable energy utilization. Simulations demonstrate that the proposed scheme achieves lower frequency deviations and faster stabilization compared to traditional droop and virtual inertia methods. These results highlight the potential benefits of integrating consumer theory-based models into primary frequency regulation, significantly enhancing system stability and efficiency in power systems with high levels of renewable energy penetration.