This study aims to identify factors influencing clothing consumption behavior among college students, focusing on body image perception and self-esteem. Data were collected from 207 students at two universities in Jinju city, using a structured questionnaire from July 1 to August 20, 2024. The data were analyzed using descriptive statistics, t-tests, ANOVA, Pearson’s correlation coefficient, and multiple regression analysis with SPSS 23. The study found moderate levels of body image perception, self-esteem, and clothing consumption among the college students. A negative correlation was found between body image perception and self-esteem r=–.372, p=<.001). The regression model for factors influencing clothing consumption behavior was significant (F=6.33, p≤001), with self-perception of body shape (β=–.257, p=.015), body image perception (β=.241, p=.001), age (β=–.183, p=.008), and academic major (β=.153, p=.025) as significant factors. These variables explained 16.2% of the variance. The results suggest the need for programs that prevent body image distortion and promote positive body image perception among college students, as well as guidance to encourage rational clothing consumption behavior. This study is significant in examining the clothing consumption behavior of college students and will serve as fundamental data for developing desirable programs based on the study results.

본 연구는 중국인 골프 참여자를 대상으로 과시적 여가소비가 스트레스 해소, 자아존중감과 심 리적 웰빙에 미치는 영향을 검증하고, 이들 변수 간의 관계에서 스트레스 해소와 자아존중감의 매개효과를 규명하는데 그 목적이 있다. 본 연구의 대상자는 중국 북경시, 심천시, 연태시, 연길시의 4개 대도시를 중심 으로 골프 활동에 참여하는 중국인을 대상으로 743부의 설문조사를 실시하였고, 자료처리 한 결과는 다음 과 같다. 골프 참여자의 과시적 여가소비는 스트레스 해소, 자아존중감, 심리적 웰빙에 직접적인 영향을 미 치는 것으로 나타났으며, 골프 참여자의 스트레스 해소, 자아존중감은 심리적 웰빙에 직접적인 영향을 미 치는 것으로 나타났다. 그리고 스트레스 해소와 자아존중감이 과시적 여가소비와 심리적 웰빙을 매개하는 간접효과가 있는 것으로 나타나 모든 가설이 채택되었으며, 스트레스 해소와 자아존중감은 과시적 여가소 비를 부분매개(Partial mediation)로 심리적 웰빙에 정(+)의 영향을 미치는 것으로 나타났다. 향후 연구에 서는 골프 여가활동을 통한 다양한 사회심리학적 요소들과 소비심리와의 관계에 관한 연구도 이루어진다 면 관련 분야의 학문적 발전에 도움을 줄 수 있을 것이다.

This study responds to literature calls to investigate the different social and psychological antecedents of negative consumer emotional well-being in the context of the health crisis Covid-19. We perform a path analysis on a sample of Australian consumers during the Covid-19 lockdown. We find that social norms and word-ofmouth increase consumer fear-of-missing-out which in turn fuels panic buying behavior. Such behavior is moreover spurred by positive motivations to panic buy. By contrast, we find that consumer ability to self-regulate during Covid-19’s reduces their tendencies to succumb to panic buying. We moreover find that such self-regulation is enhanced through sustainable product consumption behavior during Covid-19. Lastly, it was found that panic buying has a negative influence on emotional well-being of consumers. Implications of our findings for theory and future research directions are provided.

Green consumption behavior (GCB) is desirable for a better world. The trend of GCB is expected to rise in the coming years. As such, it is imperative to understand the enablers of GCB. A significant majority of the investigated drivers of GCB are consumer-level factors. Studies focusing on the consumer-level showed that factors such as values, intentions, and personal norms could influence GCB. However, it is argued that compared to values or intentions, self-determined motivation can better predict GCB. The effect of self-determined motivation types (i.e., autonomous and controlled motivation) on GCB remains unclear due to prevailing gaps and contradictory findings. Furthermore, it is posited that people exhibit more self-determined behavior if they have strong self-awareness. Higher self-awareness can be achieved through mindfulness; therefore, differences in mindfulness level could affect the motivation-behavior relationship.

The research employs factor analysis, followed by a MANOVA procedure to explore relationships between fashion consumption and social media usage behavior based on data collected from 447 individuals. Findings suggest that social media usage and apparel consumption motivations interact, particularly for whom use social media for instant-self presentation.

Individuals consume products and services as a means of symbolic self-expression in private and public contexts (Ahuvia, 2005; Belk, 1988; Harmon-Kizer et al., 2013). The body should be seen as the continuation of the individual, as the self is exhibited to others via its embodiment (Borelli and Casotti, 2012). Thus, the body functions as object that can serve self-expressive purposes and consumption behaviors (Schouten, 1991). Meanwhile, cosmetic surgery is described as a “fashion object” (Venkatesh et al., 2010, p. 468) and a form of extreme symbolic consumption that uses the body as an object to express the self (Schouten, 1991). Research indicates that individuals use of cosmetic surgery as a means of self-identity reconstruction (Askegard et al., 2002) and that motivational antecedents such as sociocultural influences, competition with others, media influence, body appreciation, and a materialist orientation are drivers of cosmetic surgery (Henderson-King and Brooks, 2009; Markley-Roundtree and Davis, 2011; Swami et al., 2009). Contrary to prior evidence, we argue that besides being a consequence, cosmetic surgery acts also as an antecedent that influences materialist consumption practices through changes to a consumers’ self. Surprisingly, despite the growing number of cosmetic surgery procedures around the globe and the self as a key driver of consumer behavior, no study to date has explored how cosmetic surgery acts as an antecedent of materialistic consumption practices through potential alterations of an individual’s self. We carried out semi-structured in-depth interviews with 10 South Korean participants. Our participants were 22 to 57 years old, representing a range of income and professional roles. They had previously undergone plastic surgery procedures such as double eyelid surgery, breast enhancementt and nose surgery. First, our findings suggest that materialism is not just an antecedent of cosmetic surgery propensity (Henderson-King and Brooks, 2009), but also that cosmetic surgery influences materialist consumption practices (e.g. cosmetics, beach vacations) through changes to the self. Second, our findings indicate that individuals need to control influences how cosmetic surgery shapes the self. Specifically, consumers seek cosmetic surgery to bridge the discrepancy between the physical self (provided by nature) and their “sought” psychological self. Third, our findings illustrate the role of marketplace cultures and, in particular, socio-cultural driven factors that interact with the self in a cosmetic surgery context (Arnoud and Thompson, 2005). Fourth, our findings show that cosmetic surgery leads to various emotional outcomes through changes to the self (i.e. pride, self-satisfaction, subjective happiness, and increased guilt). We contribute to discourses of embodied practices (e.g. cosmetic surgery) related to the self and materialism (e.g., Richins, 2012; Schouten, 1991; Venkatesh et al., 2010).

Consumption practices for self-construction and impression management have been widely studied. However, most research adopts snap-shot, cross-sectional views and focuses mainly on leisure and home settings, giving little attention to the mundane context of workplace. Building on the works of Goffman and Bourdieu, this study takes an over-time view to understand how professionals acquire cultural capital related resources and practices for impression management over their career life. Based on retrospective narrative inquiries (Davies & Fitchett, 2015) and a novel on-route walking-with interview (Richardson, 2015) to capture bodily and other affective resonances, this paper reports on our analysis so far with ten senior executives in Hong Kong, as part of an on-going study. Mutability and agency are key to understand the biographical evolution of cultural capital for impression management. Exclusive resources and practices, such as grooming styles and dining choices, are found as ‘class-markers’ in the workplace (Bourdieu 1984), which also keep changing over people’s career life. With thin cultural capital, junior executives can only rely on extrinsic ‘sign vehicles’ (Goffman 1959) such as appearance and surface diligence to extend their work identity (Belk, 1988; Tian and Belk 2005). Over time, when cultural capital is accumulated through accrued learning and socialization (Bourdieu, 1977; Skeggs, 2004), senior executives climb up the career ladder by building up embodied habitus to differentiate themselves through more intrinsic competence and practices, such as discourse and decisive judgement. The study also reflects the field-specific nature of cultural capital (Bourdieu & Wacquant, 1992) and finds that resources valued in one field could become liabilities or capital shocks in another. Such ‘embodied hysteresis’ is found attributable to the rupture between the changing field conditions (McDonough & Polzer, 2012) and we example how executives struggle with self-field incongruity when switching workplaces. Lastly, the study reveals that the workplace is itself a potent ground for learning embodied competences for workplace consumption and practices. Secondary socialization through observation of the referenced others and continuous self-reflection is found to be a crucial source of acquiring cultural capital for self-presentation.

This research investigates luxury consumption preferences for different types of luxury goods (quiet vs loud) and shopping environments (online vs offline), as a function of individual motivation (bandwagon vs snob) and self-construal (independent vs interdependent), using a quantitative approach (online survey). Bandwagon-motivated consumers, as well as those with higher levels of interdependent self-construals show significant preferences for conspicuously branded luxury goods. Conversely, snobmotivated consumers show significant preferences for inconspicuously branded luxury goods. Finally, consumers displaying preferences for conspicuously branded luxury goods engage in both webrooming and showrooming behaviours, highlighting the complementary nature of online and in-store shopping. Results are discussed in the light of luxury consumption in the 21st century.

This research aims to examine the different types of consumers’ self-concept profiles towards nostalgic advertising. Furthermore, two moderators are proposed to enhance two different types of relationships. First, brand heritage moderates the relationship between nostalgia proneness and nostalgia intensity towards the ad (NIAD). Second, brand experiences moderate the relationship between NIAD and purchase intention. The effectiveness of nostalgic advertising is also assessed in times of economic slump and political tension.

Despite the growing trend of incorporating ethnic motifs, colors, and styles (i.e., ethnic-inspired designs (EIDs)) into mainstream fashion products in the US, there is yet a lack of understanding on what drives consumers to demand such products with EIDs. Although extant literature provides important insights as to what motivates consumers to favor EIDs, much of the studies have focused on the products’ appeals to particular ethnic groups with matching their cultural backgrounds. Less is understood on the core self-centric values mainstream consumers reflect into EIDs and the personal goal-pursuit they project by wearing them. We address this issue. Building upon Image Theory (Beach & Mitchell, 1987), our findings document that consumers’ purchase intent toward products with EIDs is more fundamentally driven by their aspirations to boost their self-view confidence by wearing EIDs (i.e., self-enhancement), which are guided by their core self-values that are represented by two personal values (i.e., cultural openness and seeking personal style) and two product values (i.e., perceived esthetics and perceived novelty).

This article explores alternate ways to conceptualize self-nature relationship, that is, how nature in general, rather than specific nature places, become part of the extended self and how this influences responsible consumption. An ethnography, using participant observation, iterative in-depth interviews and photographs, was used to understand self-nature relationship and consumption behavior. The study was conducted in Malaysia using the English language as the medium of communication. The results suggest three levels of extended-self, reflecting the individual’s depth of relationship with nature; relational extended-self, encapsulated-self and assimilated-self. Nature as extended self, then, influences meanings attached to nature which results in different levels of attachment with nature; these are, functional, emotional, religious and spiritual attachment. When nature is perceived as separate from self, consumption behaviour is motivated by self-interest or self-preservation. As nature experiences are internalised, individuals begin to form emotional connections which initiates the process of self-extension whereby nature is progressively seen as part of the self. At the higher level, stronger affiliation with nature may result in religious or spiritual attachment, which motivates further assimilation of the self with nature and a sense of oneness with the broader universe promoting communal relationship and mutual gain. Our study contributes theoretically with the discovery of three dimensions of extended self and how extended self influences responsible consumption. Practically, these insights are valuable for public policy, social marketing and sustainability programs, for example, it highlights a possible solution to our unsustainable consumption behaviour which is, programs or activities which encourage our citizens to spend time with nature.

본 연구는 사회경제적 지위(socioeconomic status: SES)가 문화적 자기효능감에 미치는 직접적인 영향을, 문화예술 콘텐츠 소비향유와 문화예술 지식을 통해 각각 간접적으로 미치는 영향들과 비교 분석하였다. 이를 통해 사회경제적 지위가 어떤 경로로 통해 문화적 자기효능감을 극대화시킬 수 있는지를 살펴보았다. 본 연구는 전국 단위의 성별·연령별 비례할당에 의한 무작위 표본(N=547) 추출에 근거하여 실증 분석하였다. 연구결과, 첫째 사회경제적 지위는 문화적 자기효능감에 정(+)적 영향을 미쳤을 뿐 아니라, 문화예술 콘텐츠 소비향유와 문화예술 지식을 매개로 하여 문화적 자기효능감에 간접적으로도 정(+)적 영향을 미쳤다. 둘째, 사회경제적 지위가 문화적 자기효능감에 미치는 이들 직간접적인 영향 사이에는 유의미한 크기 차이가 없었다. 셋째, 그러나 사회경제적 지위가 문화예술 콘텐츠 소비향유 활동을 증가시키고, 이것이 문화예술 지식을 높일 경우 문화적 자기효능감은 앞서 직간접적 영향보다 더 크게 증강된다는 사실을 발견하였다. 이는 단순히 사회경제적 지위만으로 문화적 자기효능감이 극대화되지는 않는다는 것을 시사한다. 즉 문화예술 콘텐츠 소비향유 활동과 문화지식의 증가가 같이 수반돼야 한다는 것이다. 끝으로 이론적·현실적 함의를 논의하였다.