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Consumer Behavior Among Filipinos: A Quantitative Study About Vanity, Materialism, and Gender Differences
Consumer Behavior Among Filipinos: A Quantitative Study About Vanity, Materialism, and Gender Differences
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Table of Contents
ABSTRACT 2
INTRODUCTION 3
Vanity 6
Anxiety as a Mediator 8
METHOD 13
Respondents 13
Measure 13
Procedures 14
Analysis 15
RESULTS 15
DISCUSSION 19
CONCLUSION 21
Recommendations 22
REFERENCES 23
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FILIPINO CONSUMER BEHAVIOR
Abstract
With the change brought by innovation and economic progress to the world, people around
the globe have shifted their spending behaviors from functional to materialistic and aesthetic
purposes. Driven by this behavior, vanity became an area of study for numerous researchers, made
popular as a predictor of a person’s materialism (Chang et al., 2011). Choosing vanity goods over
spending for functionalism can be seen as problematic given the economic status of the majority of
Filipinos. The lack of information about the consumer behavior of Filipinos, specifically about the
matters of vanity and materialism, influenced the realization of the paper. 200 Filipino individuals
were surveyed for this study which was mainly intended to find answers to following the
hypotheses: 1) Consumer vanity is positively related to anxiety. 2) Consumer vanity and
relationship between consumer vanity and materialism is mediated by anxiety, and 5) There
is no difference in consumer vanity and materialism between Filipino males and females.
Substantially, the results were found to be coherent with the hypotheses, showing evidence of a
significant relationship of vanity and anxiety with materialism independently, and showing no
significant differences among the genders with regards to materialism and vanity. However, the
data failed to show evidence that supports anxiety as a mediator between vanity and materialism.
The study intends to add on to the existing consumer behavior research, specifically to aid in
advertising that targets the Filipino demographic, by providing significant information on Filipino
consumer behavior and to take advantage of the rising metrosexuality in the Philippines.
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Introduction
Modernization of civilizations created innovations that has greatly increased the quality of
life compared to the age of hunters and nomads. Far from the old ways of life, society now has
access, not only to needs, but also wants; faster and easier than perilously scouring in forests.
Basic needs have become so accessible nowadays that people look for more value from the goods
they acquire. From gathering for quantity, utility, function and necessity--consumption for mere
survival--society now has a culture of spending for more than just utility. Be it for sensory or
symbolic desires, these and other factors which play a great role in today’s consumerist society.
Encouraged by advertising and mass media, extra-utilitarian factors have contributed to building a
culture where happiness and success is measurable by material achievement. This largely
observable behavior has been defined by Wang & Waller (2006) as consumer vanity: the
underlying consumer value orientation wherein consumer behavior is influenced by a fixation with
physical appearance and success, thus making consumers spend more for aesthetics than for
function or need. Personal preference scales substantially in decision-making for consumers. The
global market has been segmented into different groups, labeled by their preferences, guiding
producers on how to sell to their consumers. This study aims to substantiate the manifestations of
consumer vanity and its relation to materialism and whether anxiety can be seen as an explanation
of the relationship.
In the middle ages, resources from other countries were usually attained by the use of
swords of the more powerful countries. After the enlightenment period, these power countries
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FILIPINO CONSUMER BEHAVIOR
realized that trading with resource-rich countries not only took less time, but less gold as well. The
past four centuries saw more and more countries open up their economies which resulted in the
rise of a new class form: the bourgeoisie, or middle class. The nouveau rich middle class, which
was mostly made up of traders and merchants, gained enough power in numbers to go against the
highly exclusive autocratic ruling and pushed for more rights that started the spark of democracy
(Acemoglu & Robinson, 2012). The rise of the bourgeoisie and democracy also aided in a decline
in violence since citizens were less interested in participating in wars and preferred to spend their
That, along with the industrial revolution, has fast-forwarded us to the present where
swords and war ships have been replaced with individualism and hedonism. Society gained an
obsession driven by money as it permitted extravagances and signified prestige. Money, now more
available to be acquired by the masses, has made it easier to focus on one’s image and social status
by obtaining materialistic goods that would appeal to sensory and symbolic desires instead of the
usual basic necessities (Wang & Weller, 2006). Now, instead of being influenced by utilitarian and
Advertising has helped increase consumer culture by portraying physical attractiveness and
marketing strategy companies use to create awareness about their products and services with the
goal being to generate a response from the target audience (Mogire & Oloko, 2014). Originating
from the West, mass media, along with advertising, have played a major role in the creation,
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learning, and sharing of these consumer habits with Lasch (1978; 1984) stating that various studies
have shown that advertising is one of the most powerful media to “manipulate” while Bandura's
(1978) social learning behavior theory states that, with behavior coming from family, peers, and
mass media, it is mass media that has the greatest influence. The genius of manipulative
advertising relies on creating a false consciousness and praising self-expression through vanity and
While choosing which products to buy, consumers’ decisions vary between the types and
the adjustments advertisers do to reflect this (Peter & Olson, 1999). Multiple research have found
the most effective ways to advertise specific products to different demographics including rational
vs emotional, local vs global appeal, and functional vs experiential in both low and high-GDP
countries (Heath, 2011; Ford, Mueller, & Taylor 2011). For example, studies have found that
functional advertising works better in low-GDP countries, while high-GDP countries react better
One of the low-GDP countries used in the study was the Philippines (Zarantonello,
Schmitt, & Jedidi, 20l4) and although it stated that it responded better to rational and functional
advertisements compared to emotional and experiential, a study saw that certain products gained
high involvement with emotional commercials, specifically vanity products (eg: hair coloring,
perfume, facial soap, jewelry, fashion apparel, and cosmetics) (Agatep-Valmoria, 2007). Previous
research has found vanity as a useful marketing strategy to promote many products and services
such as cosmetics, clothing, and body treatment (Solomon, 1985, 1992) by emphasizing an
elevated social status and an increase in individual charm (Chang et. al, 2011). And it paid off.
Ajay Shingh Kapur, equity strategist of Bank of America Merrill Lynch, stated in 2015 that the
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vanity industry was worth $3.7 trillion, about the size of the fourth largest economy in the world,
Germany, and the market was projected to grow to $4.5 trillion by 2018 (Tahara-Stubbs, 2015).
Materialism can be defined in many ways, but mainly as a devotion towards obtaining and
spending on earthly needs and material desires (Durvasula & Lyonski, 2010). Chang et al. (2011)
added that materialism is a belief wherein happiness is gained through material satisfaction, and
that the latter is composed of three components: acquisition centrality, acquisition happiness and
possession defined success. Furthermore, materialism is seen as the cause of overspending and
compulsive shopping which led to a shift in consumer culture. With more countries taking part in
the globalization era, the desires for modernity have resulted in the embracing of more Western
values that are associated with materialism and has led to cultures of excessive consumerism and
Vanity
Vanity, a human quality that is swayed by social pressure, can be defined with two
domains: physical vanity and achievement vanity. This can be divided even further into four sub
parts: concern for physical appearance, positive view of physical appearance, concern for
achievement, and a positive view of achievement (Netemeyer et al, 1995). There are mainly two
philosophies about vanity. The first states that vanity is derived by primary and biogenic needs and
is affected by parental socialization and genes (Durvasula, Lyonski, & Watson, 2001). At the other
end, the second philosophy suggests that vanity is a secondary trait mainly influenced by the
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Physical Vanity:
A concern for physical appearance, means that one feels the need to compete with others in
terms of physical appearance, while a positive view of physical appearance means that one gets
validation from others regarding their attractive physical appearance. Research have shown that
while a concern for physical appearance direct positive attitudes towards consumption (such as
good eating habits and exercising), it can also lead to negative attitudes as well (eating disorder,
addictive behavior, and cosmetic surgeries) in order to reach one’s goals (Bloch & Richins, 1992;
Achievement vanity:
A concern for achievement means that one has made a successful achievement, and a view
for achievement means that other people know about one's successful achievements (Netemeyer et
al., 1995). There is numerous evidence that creates a link between consumption of products and
personal achievement and shows that people concerned with their achievement buy items in order
Consumer vanity:
Consumer vanity connects the two concepts for it is viewed as a self-identity concept that
induces both physical and achievement views and concerns. A shift in consumer culture affected
the notion of self-identity making material achievement and physical appearance have an
increasingly important role to define oneself. Wang & Weller (2006) defines consumer vanity as
the underlying consumer value orientation wherein consumer behavior is influenced by a fixation
with physical appearance and success, thus making consumers spend more for aesthetics than for
function or need. Goods and services that advertisements have linked to consumer vanity include
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perfumes, cosmetic surgeries, luxury cars, dietary products, fashion, and so on.
(Netemeyer et al., 1995; Chang, 1999). Pursuing brand name goods and expecting praise reveal
that consumers use possessions as a symbol of one’s personal success. If this also applies to
Filipinos, it suggests that those who give high importance to physical appearance and personal
Anxiety as a Mediator
With giving importance to material wealth as a symbol of success, studies have found
another trait with close relationships to both vanity and materialism: anxiety. Defined as the
subjective discomfort state that consists of worry, shame, fear, or shyness, anxiety has been linked
to nervousness and uneasiness (Izard et al, 1984; Chang, 1999) is also one of the negative
emotions that can make an individual more susceptible to addictive buying (Faber & Christenson,
1996).
Placing high importance in one’s looks and showing off success by materialistic
possessions can cause internal anxiety due to trends constantly changing which, in order to not fall
behind, will continuously be pursued (Yang, 2001). According to social learning theory, those who
care about how others view their physical appearance will spend time on it but, if they lack the
money to purchase the products, it will consequently lead to money anxiety (Netemeyer et al.,
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1995; Chang et. al, 2011). With that being said, the study proposes that:
High consumer vanity results in negative attitudes, high anxiety, and frustration, as those
people believe that material possessions will give them satisfaction and beauty, thus finding
themselves chasing the constant changing fashion trends (Richins and Dawson, 1992; Chang et. al,
2011). This interpersonal anxiety in materialists who see acquisitions as a symbol of happiness and
success leads to them being stuck in a cycle of long term purchasing activities such as
continuously comparing their clothing with peers and having their purchasing decisions influenced
by those around them (Magkosa & Mohube, 2007) which leads to the hypothesis that:
With that being said, it could infer that the effect of consumer vanity to materialism can best be
anxiety.
Previous studies have found that women were more prone to consumer vanity thus leading
to them being highly susceptible to materialism compared to men (Wu, 1997). Women’s
preoccupation with physical appearance involves the use of clothes and cosmetics to emphasize
their physical attributes, which causes them to spend more money buying expensive goods to
demonstrate their status (Chui & Sidin 2011). While men may buy a 3-in-1-shower product,
women, who pay more attention to physical appearance, may prefer numerous products targeting
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specific areas (Chang et. al, 2011). However, the 21st century saw the rise of metropolitan young
males showing great interest in men’s fashion, cosmetic products, and personal care due to
changes in lifestyle, employment, feminism, and gay movements (Lee, 2004). Choosing to
showcase their identity, power, success, and value by spending good money in their physical
appearance, metrosexual men may help in minimizing the gap between males and females in terms
The Philippines has also seen an increase in metrosexuality. Synovate Inc’s 2004 study
found that 58% of Filipino men surveyed said that looking good was “very important” to them
whereas 48% felt that they were “sexually attractive”. Metrosexuality, usually referring to urban
males, have found its way to provinces such as Rizal where fishermen admitted to wearing
custom-made masks to protect their faces, When asked for their reason, one answered “Para
proteksyon sa mga lamok, init ng araw- pag malakas ang hangin nangingitim agad kami. Para pogi
With vanity products being marketed to Filipinos by the use of emotional advertisements
that trigger the consumers’ need to increase their social value, and with the Philippines seeing a
recent increase in metrosexuals, it is possible to assume that the discrepancy between consumer
vanity and materialism in males and females will not be significantly different, diverging from the
results of previous studies (Chang et al., 2011; Chui & Sidin, 2011; Wang & Waller, 2006):
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The purpose of this study was to see how consumer behavior of Filipinos compare to
previous studies. It seeks to see if anxiety can serve as a mediator to help explain the relationship
between consumer vanity and materialism. It also seeks to test if the differences in gender with
regards to materialism and consumer vanity would differ from existing findings.
Conceptual Framework
The researchers hypothesize that, though past studies show consumer vanity having a
significant effect on materialism, said effect may be further elaborated and clarified when we
include anxiety using the mediation model. The researchers also hypothesize that there is a little to
no difference in consumer vanity and materialism between the two genders specifically among
Filipinos.
Aesthetic appeal and symbolism has always had value in the Philippines. Evident with the
practices during the pre-colonial times, ethnic embroidery. and weaving have always involved
lavish decors and symbolical patterns. This culture carries on today, showing itself in how
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products are portrayed here in the Philippines. Advertising drives consumption, and the mass
media scene continues to be one that heavily involves appeals to personal preferences. Continuing
with a consumption behavior largely influenced by impulses depending on sensory appeal, the
Filipino demographic has become more alike in spending behavior with more progressed western
nations, than its neighboring countries and other nations with similar economical and progressive
status.
Given the recent rise of globalization, numerous consumer behavior research have been
made. However, there is currently little to no research about Filipinos and this paper aims to bridge
that gap. Addressing the relationship between consumer vanity, anxiety, and materialism among
Filipinos could aid in supporting the already existing consumer behavior theories. While most
existing studies specify that females are more susceptible to consumer vanity and materialism, this
paper seeks to show that given the recent rise of metrosexuality in the Philippines, the data would
The researchers believe it is important to have studies more grounded in the Filipino
context, as there is currently a scarcity of research regarding local consumer behavior. If the results
of this research show similar trends to past literature, in could aid in strengthening the already
existing consumer behavior theories. If different results are obtained, it could highlight the
Lastly, as of now, there is yet to be any research that studies the relationship between the
three factors, namely: anxiety, consumer vanity, and materialism, especially using anxiety as a
mediation, and the difference it may have in both the Philippine context, and in the different
gender demographics.
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Method
Respondents
Using convenience sampling, a sample of 215 Filipinos aged 15-40+ answered an online
survey. The survey, entitled “Spending Habits of Filipinos” masked the true nature of the study. A
small description indicating the confidentiality of their answers was placed at the beginning as well
as a question asking for their consent in agreeing to participate in the study. The validation check
questions eliminated 15 participants which brought down the total number of valid data to 200
Measure
The research method followed a quantitative design and the 61-item survey included basic
demographic questions, three validation check questions, and three scales: vanity, materialism, and
general anxiety. The validation check questions asked the participant to choose a specific choice to
see if they were paying attention to the questions thus ensuring that the data they submitted was
viable.
The scale of vanity traits was based on the vanity scale of Netemeyer et al. (1995), a
7-point Likert scale (1 = strongly disagree and 7 = strongly agree), which included questions on
one’s view of physical appearance as well as their view on achievement. The scale consisted of
four distinct yet related concepts of vanity: 5 items regarding physical-concern (i.e.: the way I look
is extremely important to me), 6 regarding physical-view (i.e.: my looks are very appealing to
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and 5 regarding achievement-view (i.e.: I am a good example of professional success), totaling the
Materialism was based on Richins and Dawson’s (1992) Material Value Scale (MVS), a
5-point Likert scale (1 = strongly disagree and 5 = strongly agree) consisting of 18 questions about
acquisition centrality (i.e.: I like to own things that impress people), acquisition as the pursuit of
happiness (i.e.: I’d be happier if I could afford to buy more things), and possession-defined success
(i.e.: some of the most important achievements in life include acquiring material possessions).
Lastly, the Hospital Anxiety and Depression Scale (HADS) was used to measure anxiety.
The HADS (Zigmond and Snaith, 1983) is a 14-item questionnaire used to determine anxiety and
depression. The 7 items that measured anxiety, which follow a 4-point Likert scale (0 = not at all
and 3 = often), were added to the survey and asked respondents to rate statements such as “I feel
Procedures
The researchers began with creating the survey in Google Forms and then proceeded to
obtain participants online by the following methods: personally messaging known acquaintances to
answer the survey, asking associates to share the survey to others, and posting the link of the
survey on Facebook and Reddit. The participants were informed that it would take no more than
fifteen minutes to answer and all questions were to be kept confidential and used for academic
purposes only. A short thank you message was shown at the end of the survey upon completion.
Analysis
After obtaining the necessary number of respondents, the data was organized using
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Microsoft Excel. Participants who failed to answer the validation items were excluded and the
remaining data was further analyzed in SPSS in order to derive the descriptive statistics,
Results
Reliability
When tested for the reliability, the scales used for vanity, materialism, and anxiety received
Cronbach’s α of 0.92, 0.88, and 0.88 respectively, indicating that they had good inter-item
reliability.
Results
Descriptive Statistics: The participants came from different age groups and ranged between
15-40+ years old and 92% of the participants were observed to be single. Lastly, 49.5% of the
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Mediation Evaluation: Regression analysis was used to investigate the hypothesis that anxiety
mediates the effect of consumer vanity on materialism. The results indicated a significant
relationship on path a (X → Y), showing a significant direct effect between consumer vanity (X)
and materialism (Y) (p-value = .0027 < .05). However, path b (X → M) shows that consumer
vanity was not a significant predictor of anxiety (M) (p-value = .31 > .05), showing failure for
of materialism (p-value = .003 < .05). The indirect effect was tested using the bootstrap estimation
approach with 1000 samples and indicated that the indirect coefficient was .0357 showing that
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Figure 4: Mediation analysis model with anxiety as a mediator to materialism and consumer
vanity.
Gender Differences: In order to test the differences between genders regarding consumer vanity
and materialism, independent t-tests were conducted for each variable. The results indicate that
while females (M = 4.11, SD = 0.98) had higher scores of vanity compared to males (M = 4.10,
SD = 0.97), the difference (p-value = 0.96) was not statistically significant. On the other hand,
males (M = 2.91, SD = 0.63) scored higher on materialism than females (M = 2.86, SD = 0.58) but
Table 1
Table 2
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Discussion
The purpose of this study was to see if the results obtained could bridge the gap in literature
pertaining to the lack of consumer behavior research in the Philippines. Using previous findings as
a basis, the researchers hypothesized that vanity and materialism would have a significant
relationship amongst Filipinos. The results were consistent with the related literature and showed
that Filipinos who gave high importance to physical appearance and personal achievement also
scored high in materialism. Also fitting with previous journal articles was the result showing a
significant relationship between anxiety and materialism indicating that the existing consumer
The data, however, failed to show a significant relationship between consumer vanity and
anxiety, contrary to other journals. The data also failed to show anxiety as a mediator between
consumer vanity and materialism, suggesting that it did not directly contribute to explaining the
variance between the two, specifically amongst Filipinos. Given that there were no existing studies
that directly supported anxiety as a mediator between materialism and consumer vanity, the results
should be interpreted with caution as it is possible that a better designed study could have given
Another result that differed from previous findings was that there were no significant
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differences between males and females when it came to materialism and vanity, supporting the
interpretation that it was specifically due to metrosexuality. Although some studies and news
articles do indicate that there is an abundance of metrosexuals in the Philippines (Bautista, 2014),
it is insufficient to be used as a definite conclusion. Given that males and females have similar
levels of vanity and materialism, commercial and market interests can take advantage of this and
Given that the data was obtained by convenience sampling, as well as being limited to 200
respondents, the results obtained were insufficient to be used as a general indicator of the Filipino
population. The majority of the respondents were of similar age (49% being 21-25 years old), civil
status (92% being single), and monthly individual income (49.5% earning less than PHP 15,000),
which may have affected the validity of the data. Also failing to add a scale to measure the
metrosexuality of the respondents, the data cannot be deemed reliable as showing that
metrosexuality was the reason for the lack of significant differences between genders in terms of
As mentioned above, no existing research found by the researchers directly supported the
hypothesis that anxiety was a mediator between materialism and anxiety. The design of the study,
such as the particular scales used, could also be a factor regarding the validity of the data.
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Conclusion
The study, despite the limitations, was able to come up with the following results: 1) vanity
has a significant effect on materialism. 2) anxiety fails to mediate between consumer vanity and
materialism, although showing a significant relationship with materialism alone, and 3) there is no
significant differences between the scores of Filipino males and females regarding consumer
vanity and materialism, showing evidence that both genders in the Philippines have similar
spending behavior. Having determined these statements, it can be deducted that Filipino spending
behavior and materialism is influenced with vanity on males and females alike. This phenomena
may be caused by the large influence of Western culture brought by the period of Western
colonization and the rising globalization (Frith & Frith, 1990). Furthermore, findings about the
lack of significant difference on spending behavior (materialism and consumer vanity) among
genders show great opportunities on the male vanity products market on behalf of companies.
These phenomena however, could also be caused by how advertising and media influenced
the thoughts of the Filipino consumers similarly on how the studies Bandura (1978), Lasch (1978;
1984), Abela (2006) and Durvasula & Lyonski (2008) describe advertising as the most powerful
way to influence the consuming behavior of the masses. The high focus on vanity and the
wide-variety of male vanity products in the Philippines could have shaped the overall behavior of
Finally, the research shows consistency with the results of Cheng et al. (2011), which was
based in Taiwan. The researchers of the past study however used different scales and measured
fashion anxiety, instead of general anxiety. Despite of this differences, it can be seen consistency
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that the anxiety variable of both studies fails to mediate, specifically by showing no relation with
consumer vanity, and that in both studies alike materialism shows significant effect to the other
two variables. These consistencies can be grounds of evidence that Filipinos have similar
consumer habits as Taiwan, however more research is recommended to confirm this statement.
Recommendations
Future research should consider either attaining a broader sample to better reflect the Filipino
population or re-examine related literature and focus on more specific pools (such as with regards to
age or monthly individual income). Different scales may also be used to measure anxiety,
materialism, and vanity, to determine the possibility of anxiety mediating the two if the design were
altered. Future research could also further study the lack of differences between genders regarding
vanity and materialism. It would be interesting to see if increasing the sample size would obtain
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