Pages: 65-77
Introduction. Materialism, a growing behavioral trend for over a century, has accelerated in recent decades. It is a major contributor to compulsive buying behavior, a surprisingly common yet under-recognized phenomenon. Despite existing research, few studies explore the combined influence of sociological, psychological, family and demographic factors. Additionally, research specific to Romania is scarce.
Aim of the study. This study examines the influence of media celebrity endorsement, TV advertisement and peer group communication on materialism and its link to compulsive buying behavior among young Romanians. Using a survey adapted from established literature, data was collected from 202 university students. A combination of statistical methods, including correlation and PLS-PM analysis, were used to analyze the data. The results reveal a significant prevalence of compulsive buying behavior among the youth and confirm the positive associations between materialism and its determinants. This study provides valuable insights into materialistic behavior and serves as a foundation for future studies, marketing strategies and consumer policy development.
