Depression and consumption habits: a cross-cultural study

Abstract

Purpose

This paper aims to explore the interplay between consumption and depression through a cross-cultural study conducted in Brazil and Germany.

Design/methodology/approach

Data collection was conducted through an online survey. Beck Depression Inventory (BDI) was used to assess depression levels from a sample of 1,627 respondents (759 Germans and 868 Brazilians). Descriptive statistics, multiple linear regression and Mann–Whitney U tests were applied.

Findings

Cultural characteristics are relevant in the consumption-depression interplay. The authors identified marketplace resources and stressors consisting of products categories that influence the depression level of the depressed consumer. Additionally, individuals with some level of depression presented different consumption habits than those without. A table summarizing the findings is presented at the end of the paper.

Research limitations/implications

Work limitations refer to the consumption categories analyzed and the large share of students in the sample.

Practical implications

Marketplace measures have an active role in mitigating or increasing depression levels. Thus, consumption can also be used as a transformative tool to benefit the lives of depressive individuals. Some suggestions are presented.

Social implications

This study contributes to the discussion that consumption impacts the daily lives of people with depression and provides recommendations on how to adapt consumption habits to help depressive individuals optimize their quality of life and well-being.

Originality/value

This paper contributes empirically and theoretically to the discussion of mental health and consumption and introduces innovative consumption categories (from daily life) that are incipient in previous literature.

Citation

Alcoforado, D.G., Melo, F.V.S. and Alcoforado, R.G. (2022), "Depression and consumption habits: a cross-cultural study", Journal of Consumer Marketing, Vol. 39 No. 6, pp. 621-631. https://doi.org/10.1108/JCM-02-2021-4421