Are consumption patterns linked to life satisfaction? An exploratory study in Brazil

Purpose - The purpose of this study is to propose an integrated approach to diverse and convoluted types of consumption. The new theoretical framework represents composite types of tangible and intangible consumption contributing to consumer life satisfaction (LS) in EMs. Design/methodology/approach - A field study conducted in Brazil surveyed real-world consumers belonging to various social and income groups. Data reflecting LS derived from consumption were analyzed using PLS methodology. Findings - Empirical tests indicated that experiential-utilitarian, experiential-hedonic and material-utilitarian consumption types positively affect EM consumer LS. An interesting and somewhat surprising outcome is an insignificant effect of material-hedonic consumption. The strength of LS correlation with each type of consumption differs and partial effects also depend on household income of EM consumers. Research limitations/implications - Although reasons exist to expect the general validity of the suggested theoretical framework across many markets, its scope of empirical testing needs to be expanded beyond a single emerging market, even so large as Brazil. Practical implications - The new taxonomy can help marketing practitioners better understand the main sources of LS stemming from each type of consumption to customize marketing mix and more effectively communicate to EM consumers. Social implications - In spite of the scope limited to Brazil, this study shall help policy-makers and NGOs design public goods and services, thereby significantly increasing consumer LS and improve living conditions in EMs. Originality/value - A systemic approach contributes to the body of marketing theory by replacing the dichotomic classifications of consumer LS with a clear conceptualization of all types of consumption that are integrated into a holistic framework.