Social comparison effects on brand addiction: A mediating role of materialism

Dynamics of social influence on consumption choices: A social network representation

In this work, through employing Friedkin Johnsen's model, we provide a valuable tool for understanding the complex dynamics of social influence and informational inducements in shaping consumption behaviour and highlight the need for governments, businesses, and individuals to address environmental concerns proactively. People mostly derive anticipation utility from consuming commodities through online shopping. Results suggest that in an information-loving society, people tend to follow the opinion of their groups, which can lead to inefficient choices. On the other hand, in a completely information-averse society, people tend to make inconsistent choices, leading to a lack of consensus. However, in a responsible society, individuals prioritise their own opinions and preferences while still taking into account the information and opinions of others. This results in a slow convergence of opinions, which can lead to responsible consumption and decision-making. People should be encouraged to form their own opinions based on their own experiences and preferences while still considering the information and opinions of others. It can lead to a more efficient and responsible society. Individuals with high self-confidence and self-control are more likely to resist peer pressure and make decisions that align with their values and goals. So, it is essential to consider the context and nature of the social influence when evaluating its impact on people's decision-making. Consumers are not the only players who can shape the world's future. Consumers, governments, corporations, and the media all have important roles to play, and their efforts must be coordinated and complementary to create a more sustainable future.

Exploring Factors Affecting Sustainable Consumption Behaviour

Business development policies cover both marketing and sales functions, as they are so intertwined in most firms. Thus, managers should comply with the factors that influence sustainable consumption behaviour. The study aims to investigate the effect of environmental knowledge (EK), materialism (MAT), environmental influences (EI), the promotion of sustainable consumption (PSC), and sustainable consumption behaviour intention (SCBI) on sustainable consumption behaviour (SCB). Although many studies have examined sustainability issues for various groups of countries, activities in this critical field in Bulgaria are severely limited, and integrated research on the subject is non-existent. This paper focuses on the importance of investigating various factors that influence sustainable consumer behaviour. A total of 489 complete and usable responses were collected from participants from all regions of Bulgaria between May 2022 and July 2022. The partial least square-structural equation modelling (PLS-SEM) and SmartPLS 4 software were employed to test the hypothesised relationships. The results indicated that EK and MAT significantly affected SCBI. Additionally, the analysis revealed the statistically significant impact of EK, MAT, EI, PSC, and SCBI on SCB. Moreover, this study demonstrated that SCBI significantly mediated the relationships between EK and SCB and between MAT and SCB. Finally, the outcomes of the moderation analysis showed that age moderated the relationship between SCBI and SCB.

Consumer impulse buying behavior: the role of confidence as moderating effect

Many indicators have been proposed that can contribute to impulse buying. However, few studies have examined the role of social comparison in impulse buying, materialism, and negative affect, and even less is known about the underlying processes that may moderate these relationships. The objective of this study was to create a framework that included social comparison, materialism, negative affect, impulse buying, and the moderator variable confidence in Vietnamese e-commerce. A total of 249 completed questionnaires were received from young people who frequently shop online. The study used a structural model and experimentally analyzed the links between materialism, social comparison, impulse buying, and negative affect, and how the moderating variable confidence influenced these interactions. The study finds that social comparison has a significant influence on materialism but has no impact on negative affect. However, negative affect significantly influences impulse buying. Materialism also has an impact on negative affect and impulse buying. Additionally, confidence has a beneficial moderating effect on the relationship between social comparison and impulse buying as well as social comparison and materialism. The limitations and implications of both the scientific and managerial aspects of the study were also addressed. The results will improve marketers’ understanding of impulse buying behaviors by evaluating the connection between materialism and negative affect, which will allow them to plan effective marketing strategies to increase future impulse buying and profits.