Psychological Motivation Behind Adolescents' Consumptive Behavior in Purchasing Skincare and Fashion Products: A Qualitative Study on Adolescents in North Toraja
Year: 2026
Type: article
Abstract: This study explores the psychological processes underlying adolescents' consumptive behaviour in purchasing skincare and fashion products within the socio-cultural context of North Toraja, Indonesia. Using a qualitative descriptive design, data were collected through semi-structured interviews with five adolescents and analysed using Reflexive Thematic Analysis. The findings reveal that adolescents' consumptive behaviour develops through four interconnected psychological stages: constructing self-image through appearance, seeking social acceptance through consumption, digital reinforcement of consumption motivation, and emotion-driven purchasing decisions. These stages illustrate that consumptive behaviour is not merely a response to market trends or digital advertising but represents a dynamic psychological process shaped by identity development, peer relationships, and digital media engagement. Based on these findings, this study introduces the Psychological Consumption Pathway Model (PCPM), which provides an integrative conceptual explanation of how psychological, social, and digital factors interact to shape adolescents' consumption behaviour. By incorporating the cultural context of North Toraja, this study contributes to consumer psychology through a culturally grounded understanding of adolescent consumption and offers a theoretical foundation for future quantitative validation and intervention development aimed at promoting healthier consumption behaviours.
DOI: 10.35891/scqn2y15
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7215955331