Predicting self-transcendental and self-serving consumption through spirituality, self-concept clarity and consumer values

Purpose This study aims to develop and test a model to predict self-transcendental (mindful) and self-serving (conspicuous) consumption behaviors based on the distinctive roles of spirituality and self-concept clarity in influencing other-centric (altruistic) and self-centric (egoistic) consumer values, respectively. Construal level theory and symbolic self-completion theory provided the theoretical lens. Design/methodology/approach Data were collected through an online survey administered to a panel of US consumers (n = 305) and analyzed using structural equation modeling. Findings Spirituality positively influenced mindful consumption both directly and via a positive influence on altruistic values, a mediator that positively influenced mindful consumption. Self-concept clarity negatively influenced conspicuous consumption both directly and via a negative influence on egoistic values, a mediator that positively influenced conspicuous consumption. Conspicuous consumption positively influenced mindful consumption. Social implications Government agencies and social marketers focusing on sustainable consumption can enhance spiritual and self-awareness messaging that is inherently secular in context to inspire altruistic and discourage egoistic consumer values that can translate into enhanced mindful and reduced conspicuous consumption. Messages around consumption satiation can be emphasized for consumers who are currently engaged in conspicuous consumption to encourage future mindful consumption. Originality/value This study tests novel pathways on the roles of spirituality and self-concept clarity as predictors of two contrasting types of consumer values and how those values externally manifest through two contrasting types of consumption patterns.