“…2.2 Consumer's financial behavior and financial independence retire early While consumers' financial behavior is an emerging area in marketing (Greenberg and Hershfield, 2018;Lynch, 2011), financial well-being is also gaining attention (Netemeyer et al, 2018), which is defined as "the perception of being able to sustain current and anticipated desired living standards and financial freedom" (Brüggen et al, 2017, p. 229). Factors that improve financial well-being include financial literacy (Limbu and Sato, 2019;Tahir et al, 2021), financial socialization (Shi et al, 2021;Zhao and Zhang, 2020), spending self-control (Ponchio et al, 2019) and a propensity to plan (Xiao and O'Neill, 2018). Other factors such as materialism and socially motivated aspirations deteriorate financial well-being (Chatterjee et al, 2019;Ponchio et al, 2019;Sinha et al, 2021).…”