The Impact of Self-Objectification on Conspicuous Consumption Behaviour Among the Youth Group in China: A Mediation Effect Study Based on Self-Presentation Needs

DOI

10.2991/978-2-38476-553-9_16How to use a DOI?

Keywords

Self-objectification; Conspicuous consumption; Self-presentation needs; Chinese young people; Psychological mechanism

Abstract

This study aims to examine the relationship between young people’s conspicuous consumption and self-objectification and investigate the mediating role of self-presentation needs. A total of 306 participants aged 18–35 completed assessments using the Self-Objectification Beliefs and Behaviours Scale, the Conspicuous Consumption Questionnaire/Scale, and the Self-Presentation Needs Questionnaire/Scale. The results showed that self-objectification significantly and positively influenced conspicuous consumption behaviour, self-objectification significantly and positively affected self-presentation needs, and self-presentation needs partially mediated the relationship between self-objectification and conspicuous consumption. These findings suggest that self-objectification can significantly predict conspicuous consumption behaviour among young people, and this relationship is partially mediated by self-presentation needs. This study reveals the psychological mechanism through which self-objectification influences conspicuous consumption by stimulating self-presentation needs, providing both theoretical enrichment for consumer psychology and practical implications for guiding healthy consumption attitudes among young people.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Chengyue Jin
PY  - 2026
DA  - 2026/03/25
TI  - The Impact of Self-Objectification on Conspicuous Consumption Behaviour Among the Youth Group in China: A Mediation Effect Study Based on Self-Presentation Needs
BT  - Proceedings of the 2025 4th International Conference on Educational Science and Social Culture (ESSC 2025)
PB  - Atlantis Press
SP  - 142
EP  - 153
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-553-9_16
DO  - 10.2991/978-2-38476-553-9_16
ID  - Jin2026
ER  -