A Study Based on the Factors Influencing Irrational Consumption

It is becoming increasingly common to conduct research on irrational consumption as one of the predominant topics of research nowadays. There is growing awareness of the development of smart consumption among scholars, but there are no comprehensive theories to explain how to influence people to make irrational purchases decisions, although researchers have identified this phenomenon. This study is therefore intended to synthesize previous findings and offer targeted recommendations by utilizing the findings of previous studies. That is why as part of this investigation, we collected and evaluated relevant past research that was conducted so as to determine which factors result in unhealthy consumption decisions. According to the research, a few external factors would have an impact on a consumer's frequency of consumption in addition to their own personal experiences when it came to the frequency of consumption. The use of ethical marketing will increasingly become the norm, with customers rationalizing their excess consumption in the context of reinterpreting the meaning of the marketing messages as a result of ethical marketing.