Excessive shopping leads to emotional lows: Greenpeace survey

A new study revealed that a large number of shoppers from East Asia and Western Europe overspend on clothing and other fashion accessories, often buying more items than they need and use. While such compulsive behavior leads to an emotional high, many consumers are left feeling guilty and unfulfilled once the initial excitement wears down.

The research, which was commissioned by international environmental organization research, which was commissioned by international environmental organization Greenpeace, surveyed about 1,000 shoppers aged 20 to 45-years old in mainland China, Hong Kong, Taiwan, Germany and Italy. It ran from December 2016 to March 2017.

The majority of respondents from the Greater China region and about a third of Europe shoppers admitted to buying more clothes that they actually need. Most of these items are brand new clothing with hangtags and has never been worn.

Many consumers are aware that they are binge shopping but continue to do so for emotional reasons such as relieving stress and boredom, and boosting self-confidence. It also lets them gain status and recognition, and fit in and spend time with friends.

In East Asia, 41 percent of respondents found themselves to be compulsive shoppers, with almost 60 percent saying that cannot seem to kick the habit even though they realize that they are already spending too much. In mainland China, 46 percent admitted to purchasing more clothes that they can afford. The figures are 42, 29 and 24 percent in Hong Kong, Taiwan and Western Europe, respectively.

Excessive shopping leads rarely to lasting happiness, with about half of those surveyed reporting that excitement wanes within a day. A third of Greater China shoppers also say they feel even more empty and unfulfilled afterwards while about 50 percent of all respondents conceal their purchases from peers for the fear of being accused of wasting money and garnering other negative reactions.

Social media platforms such as Facebook, Instagram, Pinterest and China's WeChat are among the biggest triggers of overspending. These are especially influential in a digitally connected East Asia. Browsing fashion blogs, and following friends and celebrities, along with various sales promotions, also contribute to binge shopping.

"Our surveys show that binge shopping is followed by an emotional hangover made of emptiness, guilt and shame. People start to realize they are trapped in an unsatisfying cycle of cheap, disposable fashion trends and that their overconsumption does not lead to lasting happiness. This should serve as a warning to companies and advertisers that promote the current fast fashion model. Fast fashion clothing brands should radically change their business model by shifting focus away from high volume production towards quality and durability," said Kirsten Brodde, project lead of the Detox my Fashion campaign at Greenpeace, in a press statement.

Launched in 2011, the campaign calls on fashion companies to eliminate the use and release of all hazardous chemicals from their supply chains and products by January 1, 2020. The program runs on the principles of prevention and precaution, transparency and 100 percent ecologically safe production.

"In today's broken fashion system, companies spend billions of ad dollars to sell us false dreams of happiness, beauty and connection tied to shopping products. But we would be much happier if fashion labels provided clothes that are high quality, durable companions for life, and offered support for customers to care, share and repair our clothes. We and the planet deserve nothing less," Brodde added.