From Desire to Discomfort: Navigating Consumer Guilt in Social Media-Narrated Consumption
(2025) BUSN39 20251Department of Business Administration
- Abstract
- This thesis explores how young consumers navigate consumer guilt within the context of social
media-narrated consumption. While social media platforms like Instagram and TikTok are
known to stimulate desire and shape consumer identity, less is known about how they influence
emotional responses after consumption, particularly guilt. Existing literature has largely treated
social media and consumer guilt as separate areas of study, leaving a gap in understanding how
guilt emerges, is managed, and is shaped by social visibility in digital environments.
To address this gap, the study investigates the question: How do young consumers navigate
consumer guilt in social media-narrated consumption? Drawing on qualitative research, the... (More) - This thesis explores how young consumers navigate consumer guilt within the context of social
media-narrated consumption. While social media platforms like Instagram and TikTok are
known to stimulate desire and shape consumer identity, less is known about how they influence
emotional responses after consumption, particularly guilt. Existing literature has largely treated
social media and consumer guilt as separate areas of study, leaving a gap in understanding how
guilt emerges, is managed, and is shaped by social visibility in digital environments.
To address this gap, the study investigates the question: How do young consumers navigate
consumer guilt in social media-narrated consumption? Drawing on qualitative research, the study
is based on semi-structured interviews with young consumers. By using an abductive approach
and thematic content analysis, the research uncovers how consumer guilt is experienced as a
socially constructed and emotionally negotiated response, rather than a fixed internal feeling.
Findings show that social media does not simply promote consumption, it narrates it by
embedding purchases into aspirational routines and culturally shaped storylines. Guilt arises
when consumption clashes with personal or social values. At the same time, social media also
offers tools to relieve consumer guilt through normalization, relatability, and perceived social
approval. Participants described navigating guilt through strategies such as setting personal rules,
reframing purchases as necessary or deserved, and seeking reassurance through social
comparison and influencer content.
This study contributes to the literature by bridging research on consumer guilt and social media.
It reconceptualizes consumer guilt as a relational and performative emotion that is shaped by
platform dynamics, peer norms, and the visibility of consumption. Moreover, it extends
understanding of emotional regulation in consumer behaviour by showing that guilt is not only
resolved after consumption, but actively anticipated and negotiated before the purchase takes
place. These insights offer a more socially situated perspective on consumer emotions in digital
contexts. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9206435
- author
- Sass, Fenja LU and Modée Arnesson, Wilma LU
- supervisor
- organization
- course
- BUSN39 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Consumer Guilt, Social Media, Digital Consumption, Identity Performance, Justification Strategies
- language
- English
- id
- 9206435
- date added to LUP
- 2025-06-30 12:16:26
- date last changed
- 2025-06-30 12:16:26
@misc{9206435,
abstract = {{This thesis explores how young consumers navigate consumer guilt within the context of social
media-narrated consumption. While social media platforms like Instagram and TikTok are
known to stimulate desire and shape consumer identity, less is known about how they influence
emotional responses after consumption, particularly guilt. Existing literature has largely treated
social media and consumer guilt as separate areas of study, leaving a gap in understanding how
guilt emerges, is managed, and is shaped by social visibility in digital environments.
To address this gap, the study investigates the question: How do young consumers navigate
consumer guilt in social media-narrated consumption? Drawing on qualitative research, the study
is based on semi-structured interviews with young consumers. By using an abductive approach
and thematic content analysis, the research uncovers how consumer guilt is experienced as a
socially constructed and emotionally negotiated response, rather than a fixed internal feeling.
Findings show that social media does not simply promote consumption, it narrates it by
embedding purchases into aspirational routines and culturally shaped storylines. Guilt arises
when consumption clashes with personal or social values. At the same time, social media also
offers tools to relieve consumer guilt through normalization, relatability, and perceived social
approval. Participants described navigating guilt through strategies such as setting personal rules,
reframing purchases as necessary or deserved, and seeking reassurance through social
comparison and influencer content.
This study contributes to the literature by bridging research on consumer guilt and social media.
It reconceptualizes consumer guilt as a relational and performative emotion that is shaped by
platform dynamics, peer norms, and the visibility of consumption. Moreover, it extends
understanding of emotional regulation in consumer behaviour by showing that guilt is not only
resolved after consumption, but actively anticipated and negotiated before the purchase takes
place. These insights offer a more socially situated perspective on consumer emotions in digital
contexts.}},
author = {{Sass, Fenja and Modée Arnesson, Wilma}},
language = {{eng}},
note = {{Student Paper}},
title = {{From Desire to Discomfort: Navigating Consumer Guilt in Social Media-Narrated Consumption}},
year = {{2025}},
}