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Cited by 8Consumer Behavior in Brand Consumption and IdentificationWorkplace Spirituality and LeadershipHalal products and consumer behavior

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

Chakraborty, Swagata, Chattaraman, Veena·2025·Journal of Consumer Marketing
DOI 10.1108/jcm-06-2024-6935
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Abstract

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.

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Metadata

Authors
Chakraborty, S., & Chattaraman, V.
Affiliations
  • University of North Texas (US)
  • Auburn University (US)
Corresponding author
Chakraborty, Swagata
ORCID
Venue
Journal of Consumer Marketing
Publisher
Emerald
Published
2025-06-03
Volume
42
Issue
6
Pages
780-794
ISSN
  • 0736-3761 (ISSN-L)
  • 2052-1200
DOI
10.1108/jcm-06-2024-6935
OpenAlex
W4410941438
Cited by
8
References
11
Citations by year
2026: 6 · 2025: 2
FWCI
6.04
Type
journal article
Language
en
Open access
closed
Locations
Journal of Consumer Marketing (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Workplace Spirituality and Leadership
  • Social Sciences › Business, Management and Accounting › Marketing › Halal products and consumer behavior
Keywords
spirituality, self-concept clarity, consumer values, altruistic values, egoistic values, conscious consumption, conspicuous consumption, construal level theory, sustainable consumption, social marketing

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