Int. J. Business and Globalisation, Vol. 25, No. 4, 2020 519 Copyright © 2020 Inderscience Enterprises Ltd. The role of perceived economic well-being and conspicuous consumption in creating customer wealth Neena Sinha USMS, GGSIP University, Dwarka, New Delhi, India Email: dr.neenasinha@gmail.com Pranay Verma* School of Retail & Fashion Merchandise, Footwear Design and Development Institute, A-10/A, Sector 24, Noida 201301, India Email: vermapranay@gmail.com *Corresponding author Abstract: Technology acceptance model (TAM) is a well documented field of study. At the aggregate level the impact of intention to use mobile phone-based services is analysed comprehensively but at an individual level it is not well documented. If we consider the user as a customer of mobile-based services, consequence of intention to use mobile phone-based services in creation of wealth for this customer has not been researched. Therefore in this paper we define the constructs of customer wealth and develop the conceptual model linking intention to use and customer wealth. After due diligence a twelve item questionnaire was floated to test the construct. An exploratory factor analysis was run on the data followed by a confirmatory analysis. Both the tests confirmed the customer wealth scale involves the role of perceived economic well-being and conspicuous consumption. This instrument can be used by government agencies to measure the effectiveness of poverty alleviation programs. Keywords: customer wealth; perceived economic well-being; conspicuous consumption; product innovation; structural equation modelling; agricultural extension services; bottom of the pyramid. Reference to this paper should be made as follows: Sinha, N. and Verma, P. (2020) ‘The role of perceived economic well-being and conspicuous consumption in creating customer wealth’, Int. J. Business and Globalisation, Vol. 25, No. 4, pp.519–534. Biographical notes: Neena Sinha is the Dean of University School of Management Studies, GGS IP University. Delhi, India. Earlier, she was associated with the Birla Institute of Technology and Science (BITS) Pilani. Her areas of interest are strategic management, marketing, corporate social responsibility (CSR) and ICT for development. Pranay Verma holds a BTech and MBA and he is currently a Research Scholar. He has 15 years of industry and eight years of teaching experience. His research interests lie in the areas of customer wealth and research methodology.