Conspicuous Consumption and Consumeristic Behavior: The Moderating Effect of Financial Conciousness

Purpose: The objectives of this research are to analyze the influence of perceived consumerism on consumeristic behavior with Buy Now Pay Later (BNPL) adoption and impulsive purchase as mediating variables, and financial consciousness as a moderating variable. Design/methodology/approach: The data for this study was collected by distributing an online questionnaire to a sample of 200 respondents. Data processing was conducted using SmartPLS 4. Findings: The results of the study indicate that perceived consumerism has a positive and significant effect on BNPL adoption. Online impulsive purchases are significantly and favorably impacted by perceived consumerism. Perceived consumerism also significantly and favorably influences compulsive purchasing, while PayLater usage significantly and favorably affects consumeristic behavior. Compulsive purchasing is found to be positively and significantly impacted by online impulse purchases. Last, perceived consumerism with PayLater usage as a mediating variable has a favorable and substantial impact on consumeristic behavior. Research limitations/implications: The mediating variable for the favorable and substantial impact of perceived consumerism on compulsive shopping is online impulsive buying. Using financial knowledge as a moderating variable, BNPL adoption has a negative and substantial impact on consumeristic behavior. Originality/value: Our research is among the first to analyze when financial consciousness is taken into account as a moderating factor, perceived consumerism has no discernible impact on compulsive purchasing. Impulsive purchase does not have a significant effect on consumeristic behavior with financial consciousness as a moderating variable.