The Analysis of the Effect of Demonstrative Consumption on Development-Oriented Components among Citizens with Higher Education Aged 20 to 65 in Zanjan

The aim of this study was to analyze the effect of demonstrative consumption on the components of sustainable development.

In a survey study in the year 2020, 502 citizens with higher education 20 to 60 years in Zanjan from the statistical population of 463865 people multi-stage clusters were selected by sampling they were interviewed using a questionnaire (Cronbach's alpha> 0.80) by self-administered method. Data in SPSS and PLS statistical software at the significance level, P <0.05 and with an error of 0.95 was analyzed.

According to the descriptive results, demonstration consumption is moderately upward and the status of development-oriented components is at a high level. Analytical results showed a strong and inverse correlation between demonstrative consumption and developmental components (P <0.05) and showed the correlation of all three dimensions of demonstrative consumption (prestige, demonstrative and class consumption) with all three dimensions of sustainable development components (awareness, attitude and development-oriented behavior). Regression analysis explained part of the variance of developmental components in society by demonstrative consumption dimensions (R2 = 0.403). Findings showed an inverse correlation between socio-economic class with demonstrative consumption and its dimensions (P <0.05) but did not show with developmental components (P <0.05). The measurement model and the structural model confirm the effects of the model variables.

The results of the study show the effect of demonstrative consumption on developmental components (inference of the first hypothesis) and showed the effectiveness of the economic action of consumption from non-economic factors (inference from the second hypothesis). Demonstrative consumption and its prevalence in all social classes, it is an issue that, despite its economic nature, is influenced by the culture of the society. Therefore, the most important development strategies must go through cultural reforms.