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This study investigates the impact of green fear of missing out (FoMO), brand passion, and materialism on compulsive buying behaviors among Generation Z in Bali. The findings reveal that both green FoMO and brand passion significantly influence compulsive buying, with materialism acting as a mediator. The research highlights the importance of understanding these relationships to mitigate the negative effects of compulsive buying in the context of local MSME products.

Author

lewangthang12

Language

EN