International Research Journal of Education and Technology

In recent years, the concept of subscription culture has significantly transformed the way consumers access products and services. Instead of making one-time purchases, consumers increasingly prefer subscription-based models that allow them to pay a fixed amount on a regular basis for continuous access to goods and services. Subscription services have expanded across multiple sectors such as entertainment, music streaming, cloud storage, software applications, online learning platforms, beauty products, food delivery services, and even daily essentials. This shift from ownership to access has created a new consumption pattern that influences how individuals manage their spending and purchasing decisions. The present study aims to analyze the effect of subscription culture on consumer spending behaviour. The research focuses on understanding how subscription services influence purchasing habits, financial management, and overall consumption patterns among consumers. The study also examines the factors that motivate individuals to adopt subscription services, such as convenience, affordability, flexibility, and personalized user experiences. In addition, the research explores whether the increasing number of subscription services leads to higher monthly expenditures and impulsive spending among users. The study is based on primary data collected through a structured questionnaire from 100 respondents belonging to different age groups. The collected data was analyzed using statistical tools such as percentage analysis, correlation analysis, and chi-square test to identify patterns and relationships between variables. The findings indicate that younger consumers, particularly those between the ages of 18 and 23, show a higher tendency to subscribe to multiple services due to their familiarity with digital platforms and preference for convenience. The results of the study reveal that subscription culture offers several advantages, including ease of access, cost efficiency, and continuous service availability. However, it also encourages recurring spending, which may lead to increased financial commitments over time. Many consumers tend to subscribe to multiple platforms simultaneously, often underestimating the cumulative cost of these subscriptions. Overall, the study concludes that subscription culture has a significant influence on modern consumer behaviour and spending patterns. While subscription services provide convenience and flexibility, consumers need to be more aware of their spending habits to manage recurring expenses effectively. The research highlights the importance of financial awareness and responsible subscription management in the evolving digital economy.