actors Affecting the Attitude towards the Phenomenon of Consumerism among Tehran Citizens

Subject Areas : Journal of Iranian Social Development Studies

akbar mohammadi ¹ , Soroush Fathi ² , Mehdi Mokhtarpour ³

1 - Ph.D. Student of sociology, West Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Associate Professor, Department of Sociology, West Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Department of Sociology, West Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2024-08-06 Accepted : 2024-09-23 Published : 2024-10-08

Keywords: sociology of consumption, consumerism, Iran's Islamic revolution, globalization, internal and external factors,

Abstract :

Consumption is often considered as buying goods or services, but in its social context, consumption is a concept more than buying or using products. Consumption can be related to a person's identity, social base and a part of a person's daily life, and determines the position he occupies in society. This kind of look at the phenomenon of consumerism is actually the sociology of consumerism (Kennedy, 2008:1). The research method used in this article to collect data and analyze them is the grounded theory qualitative method, which allows the researcher in cases where it is not possible to develop a native hypothesis or theory, instead of using non-native theories and It is predefined to develop a new theoretical model. In this process, after conducting various interviews, the main categories were gradually revealed, by repeating the topics, concepts and categories, and reaching theoretical saturation, and by conducting 10 interviews, the work of data collection and analysis was completed. The results of coding and extracting the qualitative model showed that several concepts are effective in the formation of the phenomenon of Iranian consumerism, namely the Islamic Revolution of Iran. Accordingly, according to the source of influence of these factors, they can be divided into two categories: 1. External factors affecting Iranian consumerism after the Islamic revolution 2. Internal factors affecting Iranian consumerism after the Islamic revolution.

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