From Desires to Decisions: A Qualitative Exploration of the Development of Materialistic Values and Consequential Consumer Behaviour in Adolescents

This qualitative study seeks to understand the development of materialistic tendencies and their impact on consumer behavior in adolescents. We conducted semi-structured interviews with ten urban adolescents aged 14–18, this research aimed to uncover the social, emotional, and cognitive factors influencing materialism. Thematic analysis revealed four central themes: material possessions as extensions of identity, peer influence and social comparison, media culture, and emotional consumption. Participants described consumption as a tool for self-expression and group inclusion, while also acknowledging the pressures and emotional consequences associated with materialistic lifestyles. Parental influence was seen as a recurring theme in the development of materialistic values that translate into consumer behaviour.  Social media exposure amplified consumer aspirations. We also discovered how the emotion ‘Pride’ is often felt with regards to ownership of certain valued possessions. This study also highlights both the complexity and the ambivalence of adolescent materialism, emphasizing the role of social context and emotional needs. Findings suggest the need for early intervention through media literacy, parental guidance, and support to foster critical awareness and balanced consumer behavior. The research adds depth to existing literature by providing adolescent voices and real-world insights into the role of innate materialistic tendencies in our psyche, on our social identity and emotional development towards consumption.