Understanding Conspicuous Consumption in Picnics: A Social Comparison Framework

With limited knowledge of prevalent picnic leisure activities, there is a need for a more thorough understanding. This study explores and examines the emerging trend of picnicking in China through the lens of social comparison theory and conducts a mixed-methods approach involving 29 interviewees and 414 questionnaire participants. The qualitative findings suggest four concepts—curiosity, emotional arousal, self-expression, and conspicuousness—are related to the picnicking phenomenon in China. The subsequent quantitative results indicate that Chinese picnics are essentially a form of conspicuous behavior, in which emotional arousal and self-expression fully mediate the relationship between curiosity and conspicuousness. The quantitative findings also indicate a moderating role of demographic characteristics. This study reveals the underlying motivations behind the Chinese picnic phenomenon, extending social comparison theory and providing valuable insights into designing attractive picnic events.