Negative symbolic consumption and consumers’ drive for self‐esteem: The case of the fashion industry

Self‐esteem is an important motivational drive for consumption involving both the acceptance and rejection/avoidance of symbolic goods. This paper examines the relationship between self‐esteem and the rejection of goods and brands within the context of fashion consumption by young professionals. A conceptualisation which accounts for consumers’ use of various strategies in their efforts to maintain or enhance their self‐esteem is suggested. A small‐scale exploratory study is used to examine first, how consumers invest products and brands with negative symbolic meanings; and second, how this leads consumers to reject products and brands. The importance of understanding negative symbolic consumption when marketing high involvement products such as fashion goods is identified; and the implications for fashion retailers and marketing management are discussed.