Self-Control As a Buffer Against Overconsumption-Driven Social Influence: A Structural Equation Modelling Approach
1Fatmanur ORAL* and Meryem AYSİN**
Department of Economics, Faculty of Economics and Administrative Sciences,
Erzurum Technical University, Erzurum, TÜRKİYE.*
Department of Economics, Faculty of Economics and Administrative Sciences,
Erzurum Technical University, Erzurum, TÜRKİYE.**
Abstract: This study investigates the bidirectional relationship between social influence (bandwagon, snob, and Veblen effects) and individuals’ spending self-control within the context of overconsumption—an increasingly pressing concern for both individual well-being and environmental sustainability. Drawing on behavioural economics theory, the study examines how social pressures affect individuals’ self-control and, conversely, how self control can mitigate these social effects. To explore this dynamic, survey data were collected from 1,260 individuals in Erzurum, Türkiye. Social influence tendencies were measured using the scale by Shukla and Rosendo-Rios (2021), while spending self-control was assessed using the scale by Haws et al. (2012). Two structural models were tested using Structural Equation Modelling (SEM): Model A (social influence → self-control) and Model B (self control → social influence). Model B was better supported, indicating that individuals with higher self-control are significantly less susceptible to all three types of social influence. In contrast, Model A yielded weaker and mostly insignificant results. Demographic analysis also revealed that age, education level, and upbringing environment significantly influence susceptibility to social pressures. These findings suggest that self-control acts as a buffer against socially driven overconsumption. The study makes both theoretical and methodological contributions by addressing a reciprocal relationship that has been largely overlooked in the literature.
Keywords: Overconsumption, Spending Self-Control, Veblen Effect, Bandwagon Effect, Snob Effect, Behavioural Economics.
