Consumerism and sociological factors affecting it among the youth of Tehran

Consume is not a new phenomenon, but it has only appeared on a large scale in the present and has become more than just a need. In the meantime, young people are considered to be the main brokers and active consumers of the community because of their unique and diverse spirits. Since consumerism can have widespread negative consequences, with the aim of understanding and explaining this phenomenon, the present study was conducted to identify sociological factors affecting consumerism. Research method, survey and data gathering tool were a researcher-made questionnaire. The statistical population of the 15-35 year olds in Tehran and the sampling method is a combination of simple multi-stage cluster and simple random sampling. The theoretical framework, a combination of the opinions of Simmel, Veblen, Campbell, Baudrillard, Giddens and Marcuse, was chosen to explain the research issue. The results showed that moderate variables (0.58), self-expression and self expression (0.58), pleasurable values (0.37), body management (0/34) and media advertising (0.26) had a positive and significant relationship with Consumerism. Multivariate regression analysis shows that these variables account for 49% of the variance of consumerism. Modesty with a beta coefficient of 0.32 and self expression with 0.27 have the largest share in explaining the variance of consumerism variables.