Conspicuous consumption and black youth in emerging markets

Abstract

The purpose of this study was to explore a phenomenon known as pexing that is prevalent in South Africa‟s Black youth. The study aimed to explore the nature of pexing in relation to other conspicuous consumption behaviours and understand the drivers for this behaviour. The study interviewed a sample of 10 participants. Findings of the study indicated that pexing is similar to conspicuous consumption but also has aspects that are distinct to it and the researcher proposes a framework and term (destructive conspicuous consumption) for this noted consumption activity. The study also shows that although different to anti-consumption pexing has some anti-consumption behaviours. The study also identifies antecedents that lead to the noted behaviour and these range from a low income environment to adult modelling. Relationships and links between antecedents; coping strategies and the resultant consumption activity (Pexing) was demonstrated. The research then concludes by making recommendation to both government and marketers in light of the findings of this research. The research also highlights some socio-economic considerations of pexing and also suggests other variables to be researched that are key to further understanding of pexing.