Similar to virtue signalling but done by means of buying trendy goods or services so as to display one's sense of contrived self-superiority: items such as books by politically correct authors, garish artwork purported to save rain-forests, or FairTrade
coffee that makes the buyer feel
woke; faddishly leftist buying habits that conform to intersectionality and other expressions of socially
popular SJW pseudoscience, especially popular among university students.