Envy and revenge buying behavior after the COVID‐19 pandemic: The moderating role of added purchasing power

Abstract

This study develops and tests for the first time a conceptual model that examines the drivers and facilitating factors affecting revenge buying behavior. This research investigates the influence of materialism on revenge buying intentions in addition to the mediating role of envy in explaining revenge buying intentions. This study also examines the moderating role of added purchasing power in moderating the relationship between revenge buying intention and revenge buying behavior. Based on a sample of 617 Jordanian consumers, the findings support the mediating role of envy in the relationship between materialism, need frustration and revenge buying intention. Moreover, the influence of revenge buying intention on revenge buying was also stronger when added purchasing power was perceived to be high.