Why Did I Buy This? A Qualitative Study on How the Interplay of Emotional, Cognitive, and Social Factors Influence Women’s Acquisition of Beauty and Apparel Products That Subsequently Are Not Consumed

Abstract

This thesis explores the psychological, emotional, and social drivers that lead women to acquire beauty and apparel products they ultimately do not use. Based on theories of consumer decision-making, emotional regulation, cognitive dissonance, and identity, the study investigate show factors such as impulse buying, self-gifting, and mood regulation influence non-consumption behaviours. An interpretivist, qualitative methodology was employed, using semi-structured interviews with eight women who are Copenhagen-based in Denmark, aged between 24-32 years old. Thematic analysis revealed that purchases were often driven by emotional impulses, aesthetic appeal, social influence, and the desire for mood enhancement or self-reward, yet many of these purchases remained unused due to unmet expectations, regret,redundancy, or shifting emotional states. The findings contribute to understanding how emotional, cognitive, social and identity-related processes interact to influence non consumption behaviours. Managerial implications include the need for brands to foster more responsible emotional marketing and encourage post-purchase engagement to reduce non-consumption. The study adds to the literature by linking emotional regulation strategies with non-consumption outcomes in the beauty and apparel industries. Future research could expand to diverse demographics or explore digital consumer journeys in greater depth.