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Abstract <p>Conspicuous consumption orientation (CCO) refers to the behavior of purchasing expensive products to showcase social status, publicly display wealth, and seek external validation. While this behavior can negatively impact individuals' wellbeing, social stability, and environmental sustainability, there has been a lack of indepth intervention studies addressing it. In addition, theoretical research remains limited regarding how to address issues associated with conspicuous consumption orientation by fulfilling its underlying psychological needs. This study aims to explore the relationship between self-compassion and conspicuous consumption orientation by implementing an online self-help intervention based on self- compassion. Additionally, the roles of self-esteem and envy in mediating this relationship will be examined. A total of 322 participants were randomly assigned to either an intervention group or a waitlist control group. The intervention consisted of a 14-day online self-help program. Self-compassion, self-esteem, envy, and conspicuous consumption orientation were assessed pre-intervention, post-intervention, and at a 1-month followup. Compared to the waitlist control group, the intervention group demonstrated significant increases in self-compassion and self-esteem, which were maintained one month after the intervention. Additionally, the intervention group exhibited a significant reduction in envy levels. While the reduction in conspicuous consumption orientation did not reach statistical significance, the model demonstrated that the selfcompassion intervention influenced conspicuous consumption orientation through selfcompassion, with self-esteem and envy serving as parallel mediators. This finding suggests a potential protective pathway against CCO. This study provides the first empirical evidence that self-compassion can indirectly reduce conspicuous consumption orientation. The findings indicate that selfcompassion exerts its influence by enhancing self-esteem and alleviating envy. These results highlight the protective role of self-compassion in curbing status-driven consumption and offer mechanism-based insights for future intervention designs. The primary contribution of this research lies in elucidating the underlying mediating processes rather than demonstrating direct behavioral change.</p>

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Effects and Mechanisms of Self-compassion on Conspicuous Consumption Orientation: A Randomized Controlled Intervention Study

  • 期刊论文

  • 发表日期：

    2026年4月24日

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  • Yang Lu,
  • Shuyu Yang,
  • Xianglong Zeng

摘要

Abstract

Conspicuous consumption orientation (CCO) refers to the behavior of purchasing expensive products to showcase social status, publicly display wealth, and seek external validation. While this behavior can negatively impact individuals' wellbeing, social stability, and environmental sustainability, there has been a lack of indepth intervention studies addressing it. In addition, theoretical research remains limited regarding how to address issues associated with conspicuous consumption orientation by fulfilling its underlying psychological needs. This study aims to explore the relationship between self-compassion and conspicuous consumption orientation by implementing an online self-help intervention based on self- compassion. Additionally, the roles of self-esteem and envy in mediating this relationship will be examined. A total of 322 participants were randomly assigned to either an intervention group or a waitlist control group. The intervention consisted of a 14-day online self-help program. Self-compassion, self-esteem, envy, and conspicuous consumption orientation were assessed pre-intervention, post-intervention, and at a 1-month followup. Compared to the waitlist control group, the intervention group demonstrated significant increases in self-compassion and self-esteem, which were maintained one month after the intervention. Additionally, the intervention group exhibited a significant reduction in envy levels. While the reduction in conspicuous consumption orientation did not reach statistical significance, the model demonstrated that the selfcompassion intervention influenced conspicuous consumption orientation through selfcompassion, with self-esteem and envy serving as parallel mediators. This finding suggests a potential protective pathway against CCO. This study provides the first empirical evidence that self-compassion can indirectly reduce conspicuous consumption orientation. The findings indicate that selfcompassion exerts its influence by enhancing self-esteem and alleviating envy. These results highlight the protective role of self-compassion in curbing status-driven consumption and offer mechanism-based insights for future intervention designs. The primary contribution of this research lies in elucidating the underlying mediating processes rather than demonstrating direct behavioral change.