SOCIAL INFLUENCE, CONSPICUOUS CONSUMPTION, AND REPURCHASE INTENTIONS: EXPLORING THE ROLE OF BEHAVIORAL FACTORS IN FUNCTIONAL FOOD CONSUMPTION
This study explores the relationship between conspicuous consumption behavior and functional food consumption, shedding light on an area of research that is still relatively uncommon. The findings reveal that conspicuous consumption behavior extends beyond tangible luxury goods to include functional foods, influencing consumers' perceptions of social status. Of the seven hypotheses tested, four were confirmed, demonstrating the impact of social influence, attitude toward functional food, and customer satisfaction on repurchase intention. Social influence was found to positively influence both conspicuous consumption behavior and attitudes toward functional food, aligning with theories of conspicuous consumption and social influence. Contrary to expectations, health consciousness did not significantly affect functional food consumption, suggesting that consumers may not fully recognize the social status implications of functional food consumption. Additionally, while customer satisfaction was found to positively influence repurchase intention, conspicuous consumption behavior did not directly impact repurchase intention, suggesting that other factors may mediate this relationship. Overall, these findings contribute to our understanding of conspicuous consumption in the context of functional foods, highlighting the importance of social influence and customer satisfaction in driving consumer behavior. This research offers insights for businesses and practitioners in the functional food industry, suggesting the importance of incorporating social contexts into marketing campaigns to appeal to consumers' conspicuous consumption behavior. Additionally, while health consciousness plays a role in consumer behavior, companies may prioritize social influence in their messaging. Finally, to encourage repurchase intention, companies must prioritize customer satisfaction, although further research is needed to identify additional factors influencing satisfaction in the functional foods industries
Conspicuous Consumption, Functional Food, Social Influence, Health Consciousness, Attitude, Customer Satisfaction, Repurchase Intention.