Consumerism Inhibitors on Residents of KashanCity

The emergence of modernity has had consequences for the Iranian society and led to different values ​​in the political, social, cultural and economic spheres. Development of these values while changing attitudes has led to changes in social, cultural and economic activities, including consumerism. The question is wether religiosity, values, traditions, identity, economic and social status can play a deterrent role in the process of consumerism or not? The present study was conducted with a sociological approach and a survey method using a questionnaire. Data was randomly collected from a sample of 506 people (residents of Kashan city) aged 18 years and above. Statistical tests have been used to investigate the relationship between variables. Statistical analysis shows that there is a signifisant correlation between religiosity, traditionalism, revolutionary identity, gender identity, religious values, and economic and social base with consumerism. The results of the multivariate regression equation show that religiosity has the most explanatory power in relation to consumerism. The results of the multivariate regression equation show that religiosity has the most explanatory power in relation to consumerism, Therefore by increasing religiosity the desire for consumption decreases.