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The Impact of Materialism and Idealism on Utilitarian Consumption and Conspicuous Consumption

Year: 2024

Type: article

Abstract: The aim of this study is to reveal the impact of materialism and idealism on utilitarian and conspicuous consumption. A survey was used as the data collection method and convenience sampling was used as the sampling method. A total of 400 people participated in the survey. According to the results of the structural equation model analysis, it was determined that the achievement dimension of materialism positively affected conspicuous consumption, and both achievement and happiness dimensions positively affected utilitarian consumption. It was concluded that idealism has a negative effect on conspicuous consumption and a positive effect on utilitarian consumption.

Source: Scholedge International Journal of Multidisciplinary & Allied Studies

DOI: 10.19085/sijmas100801

Author: Hamida Novruzova

Institution: Azerbaijan State University of Economics

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4402493951

FWCI: 0.472

Cites:

Cited by: 1

Related to: 10