Digital literacy and conspicuous consumption in rural households: the more proficient, the more frugal

We examined the relationship between digital literacy and conspicuous consumption among rural households. The findings indicate that digital literacy reduces conspicuous consumption. Furthermore, from a social and individual perspective, the impact is mitigated by higher relative income and consumption statuses, as well as stronger information-seeking abilities. Conversely, non-cognitive abilities effectively enhance this effect. Our research elucidates the multifaceted influence of new human capital on consumption patterns and enriches the theoretical exploration of the relationship between digital literacy and consumption behaviour.