Do Conspicuous Consumption Motives Explain Eco-Friendly Consumption Decisions? Evidence from Social Media Exposure Effects

While past research suggests that conspicuous consumption does not support the goals of sustainable consumer behavior, emerging evidence indicates that it can drive green product choices in online contexts. However, the online mechanisms that support this process remain unclear. This study employs a Partial Least Squares Structural Equation Modelling approach to examine how conspicuous consumption motives influence green purchase intentions when consumers are exposed to green content on social media. It hypothesizes that social media exposure, Fear of Missing Out (FOMO), and social comparison act as antecedents to green conspicuous consumption motives, with perceived quality moderating these relationships. Data was collected from 346 social media users in the U.S., U.K., and Canada. Results indicate that conspicuous consumption motives significantly mediate the relationship between FOMO, social comparison, and green purchase intentions. While perceived quality enhances the effect of social comparison on conspicuous consumption, it does not significantly impact the relationship between FOMO and conspicuous consumption. These findings highlight the role of social media in shaping green purchase decisions and suggest that businesses and policymakers can leverage conspicuous consumption motives to promote sustainable consumer behavior. By positioning green products as both environmentally responsible and status-enhancing, marketers can appeal to consumers’ desire for social validation.