Abstract: The rapid advancement of society and technological progress has significantly driven population migration and increased residential mobility. The profound changes in the social and ecological environment resulting from residential mobility have significant effects on individuals’ psychological cognition and consumption behavior. However, existing research primarily adopts a single-identity perspective, with limited attention given to the influence of residential mobility on consumers’ multiple identities and their role in consumption decision-making. Addressing this gap, the present study adopts an identity management perspective to systematically investigate the impact of residential mobility on identity interplay and consumer behavior. Drawing on three core identity management pathways—reducing identity inconsistency, maintaining identity balance, and engaging in compensatory consumption—this research explores the psychological mechanisms and boundary conditions through which residential mobility influences identity-based consumption, risk-taking behavior, and preferences for self-enhancement products. The findings are expected to enrich theoretical understanding of the identity-based effects of residential mobility and offer practical implications for businesses seeking to design targeted marketing strategies, enhance consumer adaptation, and promote psychological well-being in an increasingly mobile society.

Key words: residential mobility, identity management, multiple identities, compensatory consumption