The impact of fear of missing out on conspicuous consumption: the mediating role of self-esteem

This study probes how the fear of missing out (FOMO) shapes status-oriented purchasing and assesses self-esteem as an explanatory mechanism alongside gender as a boundary condition. Employing purposive sampling, we gathered 561 valid questionnaires from employed adults in mainland China. Structural-equation modelling shows that FOMO directly bolsters conspicuous buying, whereas robust self-esteem dampens it. FOMO also erodes self-esteem, which partially conveys its influence on conspicuous consumption. Tests for moderation indicate that these pathways are essentially the same for men and women. Taken together, the findings reveal that social-media-driven anxiety fuels conspicuous spending both outright and through diminished self-esteem, while gender exerts little additional impact. The work enriches understanding of the psychological engines behind conspicuous consumption and offers practical guidance for marketers and consumer-education initiatives aimed at encouraging more considered purchasing behaviour.