Brand addiction and compulsive buying in female consumers' relationships with food brands

Sabrina Hegner* (Corresponding Author), Janina Magdalena Schaumann, Barbara Francioni, Ilaria Curina

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

1 Citation (Scopus)

Abstract

Purpose: The aim of this paper is to respond to the call for exploring and empirically testing both antecedents and outcomes of brand addiction and compulsive buying behaviour. The focus of the study is on the food habits of young female consumers. Design/methodology/approach: To test the hypotheses, a survey design gathering cross-sectional primary data from 325 female Italian consumers and a structural equation modelling have been adopted. Findings: Findings show that brand addiction is positively influenced by consumer resilience, leading to increased life happiness and self-esteem, while compulsive buying behaviour is negatively influenced by consumer resilience and positively influenced by impulsivity. Compulsive buying is also associated with brand addiction and emotional overeating. Emotional overeating is additionally influenced by impulsivity and the control variables of enjoyment of food and loneliness. Moreover, loneliness has a negative impact on life happiness and self-esteem. Originality/value: The study applies the proposed theory by Mrad and Cui (2020) on the relationship between brand addiction and compulsive buying to food consumption. Furthermore, it expands on this research by investigating consumer characteristics as determinants and behavioural outcomes.

Original languageEnglish
Pages (from-to)1183-1201
Number of pages19
JournalBritish food journal
Volume126
Issue number3
Early online date7 Dec 2023
DOIs
Publication statusPublished - 14 Feb 2024

Keywords

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