Compulsive Buying in Germany: A Longitudinal Trend Analysis

Compulsive buying (CB), a problem described as early as 1915 by Kraepelin, is outlined by a preoccupation with buying and shopping, an irresistible urge to buy, and frequent buying episodes that cannot be controlled. Often used to counterbalance negative life events, inner deficiencies, and negative feelings, CB episodes initially bring relief and pleasure but are soon followed by remorse and guilt due to the inappropriateness of the spending behaviour and its negative consequences on relationships, well-being, and finances. Surveys in Germany indicate a rise in CB prevalence over the past decades.

With increasing digitalisation and the wide spread of e-commerce, many consumers have made a shift from in-store to online shopping, accelerated by the COVID-19 pandemic. Despite this increase in online shopping, there is a paucity of research examining online compulsive buying. Preliminary survey data suggest a close link between online and offline CB, albeit with distinguishing features related to age and level of education.

The current study is an addition to eight nationally representative surveys on CB conducted in Germany. Data from the nine surveys will be used to explore the long-term development of CB in Germany, including its prevalence over time. Additionally, general online versus offline shopping behaviours will be compared before focusing on the effects of Buy Now, Pay Later (BNPL) schemes, social commerce, and fast fashion consumption. Consumers’ green consumption values will be measured to understand the role of sustainability in relation to CB. These findings will offer a detailed analysis of changes in consumer behaviour, helping to inform policies and interventions designed to protect consumers from conspicuous buying behaviours both in-store and online.