An Examination of Green Fear of Missing Out (FOMO), Brand Passion, and Materials on Compulsive Buying of Local MSME Products

Abstract

Compulsive buying behaviour can arise when individuals make purchases driven by environmental influences or to avoid the fear of missing out (FoMO) on an opportunity. This study aims to analyze the relationship between green fear of missing out (FOMO), brand passion, and materials on compulsive buying of local MSME products. The study was conducted in Bali Province. The population of this study was all Generation Z residents in Bali province. Purposive random sampling was used. A total of 350 respondents were sampled across all regencies in Bali province. The analysis technique used was SEM-PLS. The results showed that green fear of missing out (FoMO) positively and significantly affected compulsive buying, while green brand passion had a positive and significant effect. Green brand passion had a positive and significant effect on green compulsive buying. Green's fear of missing out (FoMO) positively and significantly affected materialism. Individual materialism had a positive and significant effect on green compulsive buying. Green brand passion mediated the effect of green fear of missing out (FoMO) on green compulsive buying. Materialism mediated the effect of green fear of missing out (FoMO) on green compulsive buying. Generation Z moderated the effect of FoMO on green compulsive buying.