Life stressors and compulsive buying behaviour among adolescents in India

Abstract

Purpose – The compulsive buying (CB)behaviour has become topics of increasing interest to researchers and policy makers, particularly because researches have shown that it can influence consumer behaviour and well-being. However, a clear picture of how this phenomenon arises has proven elusive. Using the adolescents perceived level of stress as an integrative framework, the purpose of this paper is to derive hypotheses from two theoretical perspectives (the stress and CB behaviour), and uses a survey of adolescents (15-18) year in India to test the hypotheses. Design/methodology/approach – The present study is the first to experimentally manipulate important stressors in the lives of adolescents, i.e. familial and non-familial; and measures its impact on CB among a sample of 15-18-year old adolescents. Next, the authors investigate the relationship between CB and post-purchase regret and then whether gender moderates the stress-CB relationship. Findings – The present study finds that adolescents increasingly turn to CB in an attempt to cope with heightened levels of stress due to familial and non-familial factors. Surprisingly, findings reveal that non-familial factors are not a major source of stress among adolescents. Gender was not found to moderate stress-CB relationship. Both boys and girls were found to respond to higher levels of stress with higher incidences of CB. Results suggest that CB behaviour is a common coping strategy for adolescents from both genders. The findings indicate that one’s experiences and circumstances in adolescence are related to their CB behaviour, thus a framework has been used to elucidate them, have important implications for theory and practice. Originality/value – The study makes some inimitable and significant contributions to the literature. It portrays one of few studies to investigate CB during adolescence period – a hard to reach population. Here authors experimentally manipulate stress levels to investigate its impact on CB. The study’s findings in regard to gender’s impact on the stress-CB relationship suggest that CB begins during adolescence period and is a common coping strategy for both boys and girls.