Authentic Pride versus Hubristic Pride: Mediating Role of FoMO-directed Consumer Conformity Consumption Behaviour in Young Adults

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Authors: Ashley Grace Jojy, Munna R. Shainy, Rohit Jaiswal & Dr. Akriti Srivastava

To cite this article: Jojy, A. G., Shainy, M. R., Jaiswal, R. & Srivastava, A. (2024) Authentic Pride versus Hubristic Pride: Mediating Role of FoMO-directed Consumer Conformity Consumption Behaviour in Young Adults, Youth Voice Journal, ISSN (online): 2056-2969.

Categories: Paper, Youth Voice Journal

Description

Abstract

Purpose – Sustainability is a word that has carried fame and prominence in the global conversation for the pro-environmental movement to protect the environment. Even making sustainable buying choices has been associated with individuals’ sense of identity in the socio-cultural sphere, especially when brands worldwide strongly promote them. This cross-sectional study aims to inquire if sustainability consciousness could impact consumers’ pride and, if yes, can fear of missing out (FoMO)-directed conformity consumption mediate the relationship between them or not.

Method – Three standardised scales: the Sustainability Consciousness Questionnaire, 14-item Hubristic and Authentic Pride Scale and Consumer Consumption-FoMO Questionnaire, were administered to 18 to 35-year-old Indian young adults (N=204) recruited online to identify their levels of sustainability consciousness, hubristic and authentic pride and FoMO-directed consumer conformity consumption behaviour.  Thus, convenient sampling was employed to collect the data for the study. The analysis involved Pearson’s product-moment correlation followed by regression using SPSS software. Further, Sobel’s tests were conducted to verify the mediating roles of FoMO-directed consumer conformity consumption behaviour in relationships across sustainability consciousness and pride.

Results – Statistical analyses revealed that sustainable behaviours positively related to authentic pride with no mediating effects by FoMO-directed consumption behaviour. Similarly, sustainability attitudes are inversely associated with hubristic pride, but no mediating effects results were significant. On the other hand, sustainability knowingness was negatively related to hubristic pride, and the relationship was mediated significantly by certain but not all dimensions of FoMO.

Conclusion – The study instilled empirical evidence for adaptive and maladaptive types of pride derived from sustainable orientation and the significant role of FoMO in strengthening hubristic pride.

Keywords: Sustainability, pride, fear of missing out, consumption behaviour, conformity

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