From self-gratification to practicality: Examining the role of materialism and personality traits in consumer decision-making

Abstract

This study examines the mediating role of materialism in the relationship between narcissism, self-esteem, and shopping value styles among Indonesian Generation Z consumers. Specifically, it explores how narcissism influences hedonic shopping behaviors (pleasure-oriented) and how self-esteem drives utilitarian shopping values (efficiency-driven). Data were collected from 470 respondents aged 18–25 in Surabaya, Indonesia, through a cross-sectional survey using convenience sampling. Path analysis and bootstrapping with SmartPLS 4.0 were employed to assess direct, indirect, and mediating effects. The results indicate that narcissism significantly correlates with hedonic shopping behaviors driven by self-gratification and enjoyment. Meanwhile, self-esteem is associated with utilitarian values, emphasizing quality and practicality. Materialism mediates the relationship between narcissism and hedonic shopping values, amplifying pleasure-oriented consumption. However, its effect on utilitarian values is weaker. Marketers can develop targeted strategies for narcissistic and self-esteem-driven consumers, while educational programs can help mitigate materialistic tendencies and promote responsible consumption. This study enhances the understanding of the interplay between personality traits, materialism, and consumer behavior, offering valuable insights for both academia and industry.