The Psychology of Subscription Economies: Are Young Consumers Overpaying Without Realizing?

Author(s)	Ms. Nina Chawla
Country	India
Abstract	This study examines the relationship between subscription usage, financial awareness, and the psychological factors influencing continued subscription behaviour among young consumers. Using a quantitative, cross-sectional design, data were collected from 50 respondents and analysed through descriptive statistics and correlation. The findings reveal a negative relationship between subscription usage and awareness of total monthly spending, indicating that higher usage is associated with reduced financial awareness. In contrast, perceived affordability and convenience show a strong positive influence on continued subscription behaviour. The results highlight the role of behavioural biases such as mental accounting and payment decoupling in shaping consumer decisions. The study concludes that overpayment in subscription economies is not merely a result of poor financial discipline but is significantly driven by system design and cognitive biases, emphasizing the need for improved financial awareness and greater platform transparency.
Keywords	Subscription Economy; Consumer Behaviour; Financial Awareness; Behavioural Economics; Mental Accounting; Payment Decoupling; Subscription Fatigue; Affordability Perception; Convenience; Digital Consumption
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-08-20

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