How awe promotes minimalist consumption: the serial mediation of self-transcendence and authentic-self pursuit

Purpose This research aims to examine awe as a critical emotional precursor that drives minimalist consumption behaviors. By integrating compensatory control theory, this study constructs a theoretical linkage between awe and minimalist consumption, with self-transcendence and authentic-self pursuit constituting a serial mediation mechanism. Furthermore, drawing on risk aversion theory, this research posits that power distance belief moderates the predictive effect of self-transcendence and authentic-self pursuit on minimalist consumption. Design/methodology/approach Three scenario-based experiments were conducted to provide rigorous empirical evidence for the proposed theoretical framework. A total of 632 Chinese participants were recruited, yielding 546 valid samples for data analysis. The study employed ANOVA and the PROCESS program for data analysis. Findings The results indicate that awe exerted a significant facilitating effect on minimalist consumption, with individuals experiencing awe demonstrating a higher willingness to engage in minimalist consumption compared to those in non-awe conditions; self-transcendence and authentic-self pursuit play a serial mediating role in this process, but this mediating mechanism is moderated by power distance belief. Practical implications The present findings offer meaningful practical implications for brand strategy and consumer education. For brands positioning themselves around minimalist aesthetics, ethical consumption, or intentional living, evoking awe represents a powerful, emotion-driven lever to shape consumer preferences. Originality/value First, it expands the emotional antecedent framework of minimalist consumption by establishing awe as a critical self-transcendent emotion driving minimalist consumption. Second, this research uncovers the mediating role of self-transcendence and authentic-self pursuit in the awe–minimalism relationship. Third, this study enriches the cultural contingency perspective in minimalist consumption research by introducing power distance belief as a boundary condition.