The Role of Value System in Cultural Consumption in Kermanshah

The purpose of this study was to investigate the role of the value system of individuals in the consumption of cultural goods in Kermanshah during 2020. The research method was of the survey type and data collection was based on a questionnaire. The statistical population of this study included people aged 20 years and older in Kermanshah. The sample size is 350 people who have been selected by multi-stage cluster sampling method. Findings have shown that the amount of cultural consumption in Kermanshah has been moderate and the respondents single, educated and living in moderate neigh-borhoods have more cultural consumption. The average score of the economic and so-cial value system of the respondents was higher than the average score of their political and religious value system. The average score of economic value system and cultural consumption was higher among women, single people, middle-class neighborhoods and younger ages, and in lower neighborhoods, married people and older people, higher so-cial values and lower cultural consumption. The level of cultural consumption of people with higher political and economic value system scores was higher. But the rate of cul-tural consumption was lower among people whose social and religious value system scores were higher. Among the contextual variables, education was the most important factor affecting the type of value system and consequently the type and amount of cul-tural consumption of individuals. Based on the research findings, it can be concluded that the value system of individuals has a role in their cultural consumption.