COMPENSATORY CONSUMPTION BEHAVIOUR (CCB)AS AN INFLUENCER OF FASHION JEWELLERY PURCHASE AMONG WORKING WOMEN IN CHENNAI

Abstract

Compensatory Consumption Behavior (CCB) refers to the tendency of people to buy products in order to reduce stress, sadness, or emotional discomfort. Shopping is often more than just purchasing necessities. For many individuals, it becomes a way to feel better, regain confidence, and improve self-worth. Consumer psychology studies explain that people frequently use shopping as a coping mechanism during emotional imbalance or personal dissatisfaction (Mandel et al., 2017). Fashion jewellery is one of the products commonly chosen in this process because it is affordable, attractive, and emotionally meaningful. This study examines how compensatory consumption behavior influences fashion jewellery purchases among working women in Chennai. A quantitative research approach was used, and primary data were collected through a structured questionnaire. Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) helped identify the major factors influencing buying behaviour. The study found eight important dimensions shaping purchase decisions: Mood Repair, Symbolic Consumption, Autonomy, Self-Empowered Consumption, Psychological Empowerment, Retail Therapy, Emotional Restoration, and Self-Gifting. These factors show that emotional needs and personal feelings strongly affect jewellery buying behaviour. Reliability and validity tests further confirmed that the constructs used in the study were acceptable and statistically strong. Overall, the findings reveal that psychological and emotional motivations play a major role in fashion jewellery purchases among working women. The study therefore adds value to consumer behaviour research by showing how fashion jewellery gains emotional importance within compensatory consumption practices.