A Study of the Relationship between Social Value Orientations and Sustainable Consumption among Urmia Citizens

Among various influencing factors on sustainable consumption, are basic social value orientations, as the cornerstone for any human behavior, including consumer behavior. The present survey study aimed at investigating the relationships between basic social value orientations, including; materialism, individualism, and collectivism (besides their sub-scales), with sustainable consumption. The study population includes all 15-64 years old citizens of Urmia City, from whom 516 are selected to be studied by the use of cluster sampling technique. Findings show that centrality dimension of materialism has shown negative and significant, and both horizontal individualism and horizontal collectivism have shown positive and significant correlations with sustainable consumption. Multiple regression results indicate that these three variables accounted for 19 percent of the variation in sustainable consumption.