Status consumption in emerging countries

Status consumption appears to be increasing in emerging countries because of the increasing disposable income and growing numbers of middle and upper class consumers who wish to display their wealth and social status. To unlock the underlying reason for consuming status products in emerging countries, this study brings the attention to the mediating role of motivation to consume conspicuously as a missing link in the relationship of status consumption with susceptibility to interpersonal influence and need for uniqueness. Using social identity and social comparison theory and drawing on data from 269 Bangladeshi people, we found positive relationships of status consumption with susceptibility to interpersonal influence and need for uniqueness. Additionally, motivation to consume conspicuously partially mediates the relationship between susceptibility to interpersonal influence and status consumption. However, motivation to consume conspicuously does not mediate the relationship between need for uniqueness and status consumption. The findings enrich the existing literature on status consumption and provide theoretical and practical implications.