“…The ongoing discourse in the higher education sector is how schools indirectly advance students' identity-motivated consumer behaviour (Barrera & Ponce, 2021;Pelser, Africa, Schalkwyk, Schalkwyk, & Africa, 2023). Recent scholarly investigations indicated a rising prevalence of materialism, pursuit of status and recognition and conspicuous consumption behaviours amongst university students (Luke Wood & Essien-Wood, 2012;Verdugo & Ponce, 2020;Zhang, Zhang, Cheng, & Zhao, 2022). Indeed, the students themselves are sometimes perceived as customers by universities (Harrison & Risler, 2015;Raza, Qazi, Khan, & Shah, 2021).…”