Consumer Xenocentrism and Well-Being: Conspicuous Consumption Orientation, Brand Addiction, and Self-Esteem

Abstract

Focusing on the implications of xenocentric behavior for consumer well-being, we investigate the link between consumer xenocentrism (C-XEN) and consumers’ self-esteem, using conspicuous consumption orientation and brand addiction as mediating variables. To this end, drawing on system justification-, self-concept-, and reference group theories, we develop a competitive mediation model and test it on samples of Italian (N=456) and Peruvian (N=203) consumers. Our results reveal that while the direct effect of C-XEN on self-esteem is negative, C-XEN is also positively related to self-esteem through indirect effects, with conspicuous consumption orientation and brand addiction mediating this relationship. Our findings add to our theoretical understanding of the C-XEN construct and its impact on consumer well-being and have important practical implications for both foreign and domestic producers.