DIGITAL INFLUENCE & ANTI HAULS, THE IMPACT OF SOCIAL MEDIA TRENDS ON NORMALIZING REJECTION OF THE CONSUMPTION

Abstract

The recent trend of anti-haul and deinfluencing in social media re-conceptualize the concept of digital influence on consumption. Instead of promoting over-consumption behavior, these online phenomena promote non-consumption behavior and convince users to reduce their purchasing intention. Though anti-consumption movements have gained much popularity, research examining the digital influence on consumption rejection behavior remains limited. This study aims to investigate how digital influence affects consumption rejection behavior through anti-haul engagement, anti-consumption attitude, perceived social norm and self-control. Based on the principles of Social Influence theory, Consumer Resistance theory and Social Comparison theory, the conceptual model was established and tested using quantitative research design. A survey was conducted and data were collected from 487 social media users through a structured online questionnaire. PLS-SEM analysis was performed with Smart PLS 4. This study finds that digital influence has positive effects on anti-haul engagement and positively influences anti-consumption attitude and perceived social norms. Both anti-consumption attitude and perceived social norm also enhance the consumption rejection behavior. It also shows that perceived social norm acts as mediating variable between anti-haul engagement and consumption rejection behavior while self-control positively moderates the relationship between anti-consumption attitude and consumption rejection behavior. The study extends the application of Social Influence theory from consumption-driven results to the positive and useful behavior, especially, highlights the critical role of anti-haul communities to develop consumption rejection behavior among users. The findings would provide useful recommendations for marketers, policy makers, sustainability advocates and digital content producers in order to advocate responsible consumption.