An Analysis of the Influence of the Conspicuous Consumption of Fast Fashion on Identity Construction on Instagram

Abstract

Purpose: The objective of this investigation is to analyze the influence of the conspicuous consumption of fast fashion products on Instagram on the identity construction process of female fashion consumers. Originality/value: Filling a gap in the literature relating to conspicuous consumption and identity construction, this investigation analyzes the consumption dynamics, investigating relevant phenomena on a current and relevant online social network: Instagram; and explaining, in an analysis by categories, the continued dissatisfaction of consumers with the goods that drive and determine the dynamics of fast fashion consumption. Design/methodology/approach: The methodology was qualitative, triangulating data from participant observation, interviews, and online focus groups. Eleven women were interviewed, and three focus group sessions were conducted, with a total of sixteen participants. The data were analyzed through content analysis with categories before and subcategories that emerged afterwards. Findings: The findings show the conspicuous consumption of fast fashion products on Instagram as creators of sense, self-concept, and self-image, following and demonstrating the lifestyle of consumers. The satisfaction resulting from people’s approval, the goods used for compliance in social groups, and the continued dissatisfaction with their possession are observed, which drives fast fashion consumption. The constructed identities are presented as contextual, fluid, and fragmented.

“Sustainable attitude” – a modest notion creating a tremendous difference in the glamourous fast fashion world: investigating moderating effects

“…People portraying a higher level of consumption pattern show higher desire and intention to buy fashion cause-related marketing products. Satisfaction resulting from conspicuous consumption and possession of certain goods drives FF consumption (Dantas and Abreu, 2020). Furthermore, previous research has shown that conspicuous consumption is a strong determinant of purchase intention (Jain, 2019;Huang and Wang (2018).…”

“…Conspicuous consumption is claimed to boost one's reputation in society and can be accomplished by public displays that signify and convey wealth to others. It even requires spending just to inflate the ego along with ostentatious show of riches coupled with ostentatious display of wealth (Veblen, 1899(Veblen, , 1965Mason, 1981;O'cass and McEwen, 2004; SBR 18,4 Dantas and Abreu, 2020;Aw et al, 2021). Conspicuous spending is a technique for people to demonstrate their financial power, but that is not confined to wealthy elite.…”

“…Veblen (1899) and _ Ibrahim (2022) mentioned that people mimic consumption habits of individuals who belong to higher social class. Shipman (2004), _ Ibrahim (2022) and Dantas and Abreu (2020) had an economic viewpoint on conspicuous consumption, and they indicated that buyers might buy goods they do not even need, just with the objective to show off. Thus, conspicuous consumption leads to wasteful consumption ( _ Ibrahim, 2022).…”

Consumo no ambiente digital: Um estudo com usuários do Instagram sobre a comparação social, materialismo e consumo conspícuo

“…Essas curtidas validam sua popularidade e status entre seus pares, ademais ter um grande número de seguidores também evidencia a popularidade de um indivíduo (Sheldon & Bryant, 2016). Essa busca por popularidade Andressa Hennig Silva, Mikaela Daiane Prestes Floriano pode envolver os consumidores em comportamentos de consumo conspícuo, a fim de buscarem a aprovação contínua dos pares (Dantas & Abreu, 2020). Assim sendo, propõe-se a última hipótese deste estudo.…”