Escaping loneliness through shopping: the role of materialism, impulse buying and escapism

Purpose This paper explores the impact of loneliness on consumer behavior, focusing on how loneliness influences materialistic tendencies, shopping escapism and impulsive buying. This paper aims to provide a deeper understanding of these behaviors and their psychological underpinnings, focusing on shopping as a coping mechanism for loneliness. Design/methodology/approach The authors examined these relationships in two studies using serial mediation analysis and structural equation modeling. Study 1 used a UK sample ( n = 300) during the 2020 COVID-19 lockdown, while Study 2 ( n = 301) replicated findings with a general sample not under social distancing measures. Findings The findings of this study reveal that (emotional) loneliness significantly increases materialism, enhancing shopping escapism and impulsive consumption behaviors. Practical implications The practical implications of this study are centered around providing valuable insights for businesses and policymakers on consumer behavior changes during periods of loneliness or social isolation (experienced, for instance, during the COVID-19 pandemic). Specifically, this study underscores the need for targeted marketing strategies and public policies to address the potential negative consequences of increased online shopping and impulsive buying behaviors driven by feelings of loneliness. This understanding is crucial for developing interventions and strategies to mitigate the adverse effects of prolonged loneliness on consumer spending patterns, thereby aiding in more effective and empathetic business practices and public policy formulations. Social implications This study highlights the broader social implications of extended periods of loneliness and social isolation, such as those enforced during the COVID-19 pandemic. This study underscores the importance of addressing loneliness and its potential to drive maladaptive consumer behaviors. Originality/value This paper contributes to the existing literature by establishing a connection between loneliness and consumer behavior. This study offers a new perspective on how feelings of loneliness and social isolation can influence materialistic values and consumer habits, particularly in relation to shopping as a form of escapism.