Impact of spirituality on the conspicuous consumption of fashion consumers of generation Z: moderating role of dispositional positive emotions

Abstract

Purpose

The unprecedented pandemic of COVID-19 is not a typical crisis. This crisis has irrevocably altered human behavior, most notably consumption behavior. The uncertainty caused due to economic insecurity and fears of death have resulted in a paradigm shift away from consumer materialism and toward consumer spiritualism. The present study examines the effect of various dimensions of “spirituality” on consumers’ conspicuous consumption of fashion. The study employs a descriptive empirical research design to determine the impact of multiple dimensions of spirituality on the conspicuous consumption of Generation Z in India. These dimensions include General spirituality belief, Global personal spirituality and reincarnation spirituality. Additionally, the moderating effect of dispositional positive emotion on the relationships mentioned above has been investigated.

Design/methodology/approach

The data were accumulated through purposive sampling from 517 Generation Z consumers and analyzed using structural equation modeling.

Findings

Reincarnation, general personal and global personal spirituality had a direct positive impact on conspicuous consumption of fashion. Dispositional positive emotion had a positive moderation effect between the reincarnation, general personal and global personal spirituality and conspicuous consumption.

Originality/value

The study will assist fashion brands and retailers in better understanding consumer behavior and associated opportunities and threats post COVID-19. For merchants and business owners in emerging countries, this study will help them to apply new techniques for keeping customers. It is useful to evaluate a shopper’s views towards spirituality, disposition and conspicuous consumption.

Citation

Varma, I.G., Chanana, B., Lavuri, R. and Kaur, J. (2022), "Impact of spirituality on the conspicuous consumption of fashion consumers of generation Z: moderating role of dispositional positive emotions", International Journal of Emerging Markets, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJOEM-01-2022-0159