野性消费

Born in July 2021: sportswear maker 鸿星尔克 (Erke) donated 50 million yuan to Henan flood relief despite near-bankruptcy. Moved netizens flooded its livestream and stores, buying anything in sight. The anchors kept pleading '大家理性消费!' ('everyone, please shop rationally!'), but viewers shouted back they were doing 野性消费. Named a 2021 Top 10 buzzword by 《咬文嚼字》.

Contrasts with 理性消费 'rational consumption.' Carries positive emotional nuance—buying not for need but to support a brand seen as righteous or wronged. Sometimes extended to impulse-buying more generally.