Conspicuous Consumption and Emotional Drivers: Understanding Repurchase Intention through Pleasure, Guilt, and Arousal in Karachi, Pakistan

This study examines the influence of conspicuous consumption on responsible purchase intention among upper-middle-class consumers, focusing on the mediating roles of pleasure, guilt, and arousal. Data were collected using the mall-interception method, targeting individuals actively engaged in retail environments. Structural equation modeling results reveal that conspicuous consumption has a direct and indirect positive impact on responsible purchase intention, mediated by emotional factors. Pleasure and arousal enhance the intention to purchase responsibly, while guilt emerges as a corrective emotional trigger encouraging ethical behavior. The strongest mediating effect was observed through arousal, highlighting the power of emotional intensity in shaping consumer decisions. These findings challenge the conventional view that status-driven consumers are indifferent to ethical concerns and suggest that emotional engagement can bridge self-expression and social responsibility. The study offers valuable implications for marketers and policymakers aiming to promote sustainable consumption through emotionally resonant and status-aligned messaging.