Links between types of value orientations and consumer behaviours. An empirical study
No Thumbnail Available
Date
2021
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
The present study concerns the relation of value orientations and consumer behaviours. Although the idea of connections between both areas is not new, the article contributes to the knowledge about relations between specific consumer behaviours and social value orientations. Using the obtained data, we examine to what extent the prosocial, reciprocal, and egoistic value orientations coexist with compensative, compulsive, and demonstrative buying. The analysis confirms the hypotheses that representatives of the reciprocal and egoistic orientations show susceptibility to compensative and compulsive buying to a greater extent than persons preferring other value orientations. In addition, the data show co-dependence of the reciprocal value orientation and demonstrative buying, while the prosocial value orientation seems to protect against compulsive buying. According to the regression analysis, this effect disappears if prosocials suffer from low self-esteem at the same time being characterised by strong materialism. All hypothesised relations between value orientations and consumer behaviours have been analysed in multidimensional models considering materialism, self-esteem, age, gender as the main factors of compensative and compulsive buying. The findings come from the 2017 survey based on a sample of 1,121 adults. The German Compulsive Buying Indicator and Lange’s Scale of Demonstrative Buying were introduced to measure consumer behaviours.
Description
Keywords
consumer behaviours, value orientations, compensative buying, compulsive buying, demonstrative buying