Analysis of Factors Affecting Cosmetics Consumerism in Iran
Article Type:
Research/Original Article (بدون رتبه معتبر)

The main question of this research is what factors affect the consumerism of cosmetics in Iran. The method of this research is a combination of methods of document analysis and systematic review, documentary and historical study, meta-analysis and interview. Combining and aggregating complementary data from findings from different sources led to various factors involved in this phenomenon. The classification of these factors under the three categories of reinforcers, facilitators and barriers was in order to lead to a proper separation of factors and thus extract and introduce more key factors. Social and cultural context and values, the role of the actor, and the influence of the media can be considered as more important factors in this field. In fact, social context is an important factor in motivating people to use cosmetics as a choice, alternative, or coercion. On the other hand, it is the actor who sometimes actively or passively turns to the consumption of cosmetics, in which the role of the media is evident. Ideally, if the values ​​and context of society are based on meritocracy and the actor is fully aware of the desired functions of cosmetics, makeup and consumption of cosmetics is considered as a phenomenon with optimal function and in line with the strengthening of values ​​and social norms. This will prevent the extremism of consumerism in this area.

Journal of Strategic Studies in Culture, Volume:1 Issue: 4, 2022
81 to 100  
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