The karma of consumption: role of materialism in the pursuit of life satisfaction

Abstract

Purpose

This paper aims to examine how social comparison (SC) and belief in karma (KA) encourage materialism (MAT) and promote consumers’ life satisfaction (LS).

Design/methodology/approach

Two studies were conducted with Indian middle class consumers to test the basic premises of the current research. The first one used a survey (N = 247), while the second one used an experimental design (N = 206).

Findings

The survey results showed that SC and belief in KA promoted MAT amongst Indian consumers and further enhanced their LS. Findings from the experiment revealed a novel two-way interaction, in that the KA–MAT relationship was moderated by the underlying motivation for MAT.

Research limitations/implications

Future research may validate and extend our findings using different samples to increase external validity.

Practical implications

By explaining the interactive effects of MAT, its underlying motivation and belief in KA, managers will gain a better understanding of why consumers in an emerging market like India purchase conspicuous products.

Originality/value

This is the first paper to study how the KA–MAT relationship influences LS amongst consumers in the world’s fastest-rising economy. Furthermore, no prior research has reported a boundary condition for the KA–MAT relationship studied here. The findings contribute to an extremely limited body of literature on KA and consumption.

Citation

Roy, R., Rabbanee, F.K., Roy Chaudhuri, H. and Menon, P. (2020), "The karma of consumption: role of materialism in the pursuit of life satisfaction", European Journal of Marketing, Vol. 54 No. 1, pp. 168-189. https://doi.org/10.1108/EJM-02-2018-0134