Do online environments promote sufficiency or overconsumption? Online advertisement and social media effects on clothing, digital devices, and air travel consumption

Journal of Consumer Behaviour - Tập 20 Số 2 - Trang 288-308 - 2021
Vivian Frick1,2, Ellen Matthies3, John Thøgersen4, Tilman Santarius5
1Institute for Ecological Economy Research, Institut für Ökologische Wirtschaftsforschung (IÖW) Berlin Germany
2Zentrum Technik und Gesellschaft, TU Berlin, Berlin, Germany
3Institute of Psychology, Otto-von-Guericke-University, Magdeburg, Germany
4Department of Management, Aarhus University, Aarhus, Denmark
5Department of Social Transformation and Sustainable Digitalization, Institute for Vocational Education and Work Studies, TU Berlin, Berlin, Germany

Tóm tắt

AbstractSustainable consumption is increasingly shaped by online environments. Everyday exposure to online advertisement and social media content by peers may influence individual consumption decisions. By representative online surveys (N = 2,694), we examined how perception of online environments influences individual consumption levels of clothing, digital devices and leisure air travel, mediated by individual aspiration levels, personal and social norms. Structural equation modeling confirms relationships between perceived consumption‐promoting online content and consumption levels, fully mediated through aspiration levels. Sufficiency‐promoting online content is associated with higher social and personal norms for sufficiency, but neither of the latter are linked to aspiration or consumption levels. These findings are consistent with the hypothesis that aspiration levels and consumption decisions are influenced by consumption‐promoting online content. Due to the use of cross‐sectional data, it cannot be ruled out that these results reflect that more consumption‐oriented individuals pay more attention to consumption‐promoting online content. Hence, the dominant causal direction needs to be determined by experimental or longitudinal methods.

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Journal of Consumer Behaviour

Tập 20 Số 2

288-308

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