Virtual Influence and Material Aspirations: A Socio-digital Study of Hyper-consumerism in Kerala’s Non-Urban Populace

The consumer lifestyle and consumption pattern in Kerala in recent years has been transformed significantly due to the rapid economic growth and increasing digital influence. In this backdrop, this paper examines the extent and the factors of hyper-consumerism in the non-urban population in the state of Kerala. A descriptive research design was used to collect data in the number of 116 respondents using a structured questionnaire. The results show that younger, educated, and digitally active people are predisposed to hyper consumption and largely due to virtual environments, such as online marketplaces, and social media. The paper points out that digital payment systems especially UPI have only increased the impulsive buying behaviour by bringing ease and immediacy in the buying process. The statistical tests prove the high levels of associations between the demographic variables, virtual engagements and the determinants of hyper-consumerism. All in all, the findings are indicative of both cultural and economic transition towards material aspiration whereby consumption is a sign of identity and modernity. The paper highlights the importance of digital literacy and responsible consumerism that would be able to guarantee sustainable consumption trends in non-urban Kerala.