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@article{205812,
        author = {Avnish Kumar and Amreen and Anjali kumari},
        title = {Social Comparison and the Purchase of Non-Essential Products Among Generation Z Consumers},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {1},
        pages = {7628-7634},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=205812},
        abstract = {The rapid growth of social media has significantly influenced the consumption patterns of Generation Z consumers. Constant exposure to peers, influencers, and online communities has created new opportunities for social comparison, shaping individuals' perceptions, preferences, and purchasing decisions. While previous studies have established a relationship between social comparison and consumer behaviour, there remains growing interest in understanding why consumers often purchase non-essential products despite recognizing their limited functional utility. The present paper reviews existing literature on the relationship between social comparison and the purchase of non-essential products among Generation Z consumers. Drawing upon Social Comparison Theory and related consumer behaviour research, the paper examines the role of peer influence, social media engagement, influencer marketing, and Fear of Missing Out (FOMO) in shaping purchasing behaviour. The review highlights that upward social comparison frequently encourages materialistic tendencies, impulse buying, and increased willingness to purchase products that serve symbolic or social purposes rather than functional needs.
At the same time, the literature suggests that the impact of social comparison is not uniform across all consumers. Individual factors such as self-concept, personal values, sustainability orientation, and the desire for authenticity may influence the extent to which social comparison translates into actual purchase behaviour. Based on the reviewed studies, the paper identifies several avenues for future research, particularly in the context of emerging markets and changing digital consumption environments.},
        keywords = {Social Comparison, Generation Z, Consumer Behaviour, social media, FOMO, Impulse Buying, Non-Essential Products.},
        month = {June},
        }