Compulsive buying: what is behind the curtain?

Along with the positive aspect of consumers’ consumption behaviour, negative aspect also needed to consider for obtaining a complete picture of the consumption behaviour. By examining compulsive buying, this study attempts to shed some light on understanding the negativity in consumption. Based on symbolic self-completion theory, this study investigates the relationships among self-esteem, materialism and compulsive buying. Moreover, the mediating role of materialism in the relationship between self-esteem and compulsive buying, and the role of self-esteem as an antecedent as well as a consequence of compulsive buying are also examined. A survey was carried out on 223 undergraduate students. Structural equation modelling was used to analyse the survey data, which revealed that low self-esteem functions as both an antecedent and as a consequence of compulsive buying. Additionally, self-esteem indirectly and materialism directly affect compulsive buying. It is hoped that, this study contributes significantly in the existing body of literature by examining some previously unexplored relationship. Although compulsive buying may help marketers to gain profit, it is a social problem. Therefore, social marketers, policy makers, advertising agencies, government all parties need to take initiative to aware consumers about its ultimate harmful effect. Implications and suggestions for future research are also discussed