The Influence of Materialism on Conspicuous Consumption Behaviour Among T20 Consumers in Malaysia: Self-Esteem as a Mediator
List of Authors
Aliana Shazma Amir, Nurfareena Zahari, Wan Mashumi Wan Mustafa
Keyword
Materialism; Self-Esteem; Conspicuous Consumption; T20 Consumers; Malaysia
Abstract
This study examines the influence of materialism on conspicuous consumption behaviour among Malaysia’s T20 consumers, with self-esteem examined as a mediating factor. 180 respondents were selected through stratified multi-stage sampling across Selangor, WP Kuala Lumpur, and WP Putrajaya, and surveys were conducted at authorised service centres of premium car brands. Data analysis (PLS-SEM) reveals that materialism significantly influences both conspicuous consumption behaviour and self-esteem, while self-esteem itself significantly drives conspicuous consumption. Mediation analysis further indicates that self-esteem partially mediates the relationship between materialism and conspicuous consumption behaviour. The demographic profile shows that middle-aged, highly educated professionals and business owners dominate luxury consumption within the T20 group. These findings underscore the dual role of internal materialism value and internal self-esteem mechanisms in driving conspicuous consumption. The study contributes to theoretical advancement by integrating motivational and psychological perspectives and provides practical implications for luxury marketers and policymakers, highlighting the need for strategies that recognise both the importance of material possessions and self-image reinforcement in shaping affluent consumer behaviour.