The Impact of Consumerism Phenomenon on Physical Developments in Rural Housing, The Case of villages of Kojoor district of Nowshahr county

The expansion of consumerism has led to a change in the lifestyle of rural communities. One of the most important concerns in rural communities is the issue of the villagers' strong tendency towards consumerism in contrast to their nature of productionism. It also seems that the body of rural housing has undergone changes under the influence of rural consumerism. The present study intends to explain the impact of the expansion of consumerism on the housing pattern of rural areas in Kojoor by examining the relationship between the phenomenon of consumerism and the physical development of housing in rural areas of Kojoor. This research is descriptive-correlational in nature. The method of data collection was documentary and field through the distribution of questionnaires. The collected data were analyzed by SPSS software. After examining the normality of the data through Kolmogorov-Smirnov test, using Pearson correlation coefficient, the relationship between consumerism indicators (social and economic dimension) and physical development indicators of rural housing in Kojoor was examined. The results of the study showed that in total there is a correlation with a value of 0.874 between the two variables and this indicates the great impact of the effects of consumerism on the physical development of housing in the sample villages of Kojoor. Then, by examining the relationship between each of the two variables, the highest correlation was related to the relationship between "Pleasure and satisfaction" and the index "Quality of construction of rural housing" with Pearson statistic 0.923 and the lowest correlation is related to the relationship between "Diversity demand" index and "rural housing resilience" index with Pearson statistic is 0.439. As a result, there is a direct and relatively strong correlation between all indicators of consumerism and physical developments of rural housing.