Title : Grey markets and compulsive buying: Exploring the psychological and economic impact of K-pop merchandise consumption in Pakistan
Abstract:
The grey market for K-pop merchandise in Pakistan has grown due to limited access to official products, raising concerns about its connection to compulsive buying behavior among fans. This study explores the relationship between grey market participation and compulsive buying behavior among K-pop fans in Pakistan, examining its implications for global health. A quantitative online survey was conducted with 540 K-pop fans in Pakistan, focusing on their purchasing behaviors, psychological traits, and engagement with unofficial markets. Data were analyzed to identify patterns and emotional drivers. Findings revealed a significant positive relationship between grey market participation and compulsive buying, with emotional distress and social influence as key motivators. Many participants reported financial strain and negative mental health impacts due to excessive spending. The study highlights the need for better regulation of unofficial markets and mental health support for vulnerable consumers, emphasizing the global health implications of cultural consumption trends.
Keywords: K-Pop, Grey Market, Compulsive Buying, Consumer Behavior, Mental Health
