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Conformity Consumption Behavior and FoMO

Author

Listed:
  • Inwon Kang

    (Department of International Business & Trade, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea)

  • Haixin Cui

    (Department of International Business & Trade, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea)

  • Jeyoung Son

    (Department of International Business & Trade, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul 02447, Korea)

Abstract

Culturally associated brands that reflect the cultural backgrounds of other countries have been extensively studied, but research on the conformity consumption of culturally associated brands in specific countries has rarely been conducted. This study focuses on the fear of missing out (FoMO) phenomenon as a tool for explaining consumers’ conformity consumption and examines what causes it. Although the FoMO concept is primarily used in the online field, it is considered to be a very suitable tool for explaining offline consumption behavior as well. This study will be useful for establishing long-term and sustainable strategies by firms through matured discussions on conformity consumption.

Suggested Citation

  • Inwon Kang & Haixin Cui & Jeyoung Son, 2019. "Conformity Consumption Behavior and FoMO," Sustainability, MDPI, vol. 11(17), pages 1-18, August.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:17:p:4734-:d:262373
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    References listed on IDEAS

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    Cited by:

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    2. Gartner, Johannes & Fink, Matthias & Maresch, Daniela, 2022. "The Role of Fear of Missing Out and Experience in the Formation of SME Decision Makers’ Intentions to Adopt New Manufacturing Technologies," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    3. Richard Bläse & Matthias Filser & Sascha Kraus & Kaisu Puumalainen & Petra Moog, 2024. "Non‐sustainable buying behavior: How the fear of missing out drives purchase intentions in the fast fashion industry," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 626-641, February.
    4. Wen-Shin Huang & Cheng-Jhen Lee & Han-Shen Chen, 2022. "The Influence of Corporate Social Responsibility on Consumer Purchase Intention toward Environmentally Friendly Sneakers," Sustainability, MDPI, vol. 14(21), pages 1-17, November.
    5. Inwon Kang & Ilhwan Ma, 2020. "A Study on Bandwagon Consumption Behavior Based on Fear of Missing Out and Product Characteristics," Sustainability, MDPI, vol. 12(6), pages 1-16, March.
    6. Leilei Jiang & Wenming Sun & Lin Ren, 2024. "Bridging the Gap: Anxiety’s Role in Shaping Consumption Patterns of Chinese University Students in the O2O E-Commerce Landscape," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(3), pages 13211-13232, September.

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