Examinig Public Opinions on Consumption Models in the Society and the Role of Media in Reviewing them

The present article investigates the views of Tehran’s citizens on consumptionism and the necessity to revise pattern of consumption as well as the role of IRIB in this regard. In this study some 849 citizens in 18 and the upper years of age were selected using multi-stage cluster sampling method. They were interviewed on issues focusing on consumption pattern through a research-made questionnaire. Findings show that 84.5 percent of the subjects marked the level of lavishness and 93 percents marked the necessity of revising pattern of consumption as “much and very much”. The respondents believed that the most important reason behind individuals’ luxurious style life was vying, and the most significant consequence of failing to revise consumption pattern was wasting facilities and sources as well as creating economic problems (inflation). In their view, water, electricity and fuel were the most misconsumed items. Culturalization and training citizens were the respondents’ key suggestions for the IRIB’s officials for revising consumption pattern.