Conspicuous Consumption among Young Consumers: The Future of Consumerism

The relationship between youth and each of the major areas of life, including value priorities and its behavioral implications, can be studied as a subject of future studies. Setting Iran at the young age in terms of age trend population, the increase in urban populations, the existence of class divisions and the importance of materialistic values in today's city life, has led to creating a scene in the city to showcase the consumption of luxury goods.
The present research seeks to investigate the relationship between individual self (versus relational self and collective self) with the materialism and conspicuous consumption, as well as, the impact of materialism on conspicuous consumption. Furthermore, researchers have studied the difference between young boys and girls from the aspect of materialism and conspicuous consumption in fashion and clothing.
The research method was a survey and data collection was done through a questionnaire. The statistical population of the present study was all young consumers living in north of Tehran. The required data is collected from a sample of 395 subjects and finally, for data analysis simple linear regression and multivariate analysis of variance have been used.
According to the results, materialism has had a positive impact on conspicuous consumption of fashion goods and apparel, and the materialism and conspicuous consumption of this category of products in young girls were more than young boys. There was also no relationship between the individual self with materialism and conspicuous consumption. Of course, the results show a high level of individualism in the statistical society.