Environmental Factors Influencing on Gender Analysis of the Lifestyle

Nowadays with the development of media use in the daily life, we are witnessing the formation of new generation with new lifestyles. In this modern world, there are different lifestyles, which has been of interest to scholars because attention to this issue arising from the social and cultural developments that has specified the contribution of each women and men in different areas. The lifestyle of men and women in the context of the modern world has been faced with a lot of changes. Thus the aim of this study was to gender analysis of lifestyle and its influencing factors among villagers of Zanjan Township which is conducted through a survey method. The population of this study consisted of rural residents in Zanjan Township (active population of 10 years and above) that by using Bartlett et al., (2001) Table, 250 respondents were selected and data were collected using a questionnaire. Data analysis was performed using SPSS20 and AMOS20 soft wares. The results showed that the relationship between the media environment and lifestyle was positive but non-significant for men (β-0.020, ρ-0.827) where this relationship was negative and significant for women (β-0.405, ρ-0.008). Therefore the moderation effect of gender on the relationship between media and lifestyle is confirmed. Also, the results show that the social environment has a significant positive effect on the life style for both men (β-0.331, ρ-0.000) and women (β-0.335, ρ-0.030) that due to the same direction and significant of the relationship for both groups the moderator assumption of gender on this relation is not confirmed.In addition, this results about the effect of the economic environment on the lifestyle for women and men showed that the effect of the economic environment on the lifestyle for men was positive and significant (β-0.365, ρ-0.000) but for women was non-significant (β-0.127, ρ-0.361), that in this relationship also due to its significance for one group but insignificant for other, the assumption of gender moderating on the relationship between these two variables is approved.