Cultural factors related to ostentatious consumerism among the citizens of Tehran's 11th district
Maysam Naghashzadeh
1
(
DBA student, Faculty of Management, Shahid Beheshti University, Tehran, Iran
)
Neda Soleymani
2
(
Assistant Professor, Department of Social Communication Sciences, Islamic Azad University, Tabriz Branch, Tabriz, Iran (Corresponding Author)
)
Keywords: Cultural Factors, citizens of Tehran, ostentatious consumerism,
Abstract :
Culture is the context in which sustainable social behaviors take place. Consumerism has found new functions with its own symbols and signs expressing the lifestyle, inclinations, thoughts and ideals and as representing the identity of its perpetrators. The main purpose of this study was to determine the cultural factors related to ostentatious consumerism among the citizens of District 11 of Tehran. The statistical population was the citizens of District 11 of Tehran and the method was cluster random sampling and the sample size was 384. In order to test the hypotheses, regression test was used. The results showed that cultural factors have a significant relationship with ostentatious consumerism of Tehran citizens, ie there is a significant relationship between social collectivism, courage, future orientation and ostentatious consumerism among Tehran citizens. Explaining this finding, it should be said that human consumption behaviors are considered sustainable behaviors in the long run and it is not possible to change these behaviors without changing culture. Therefore, in order to change the consumption behavior of individuals in society, special credit should be given to the culture factor.
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1-Agha Mohammad Khan, Samira (2012) A Study of Cultural Factors Affecting the Creativity of Ruyin Sanat Employees with Emphasis on the Globe Model, University of Central Tehran.
2-Asgharnejad, Najaf and Davari, Kourosh (2015), A Study of Social and Cultural Factors Affecting Water Consumption Pattern among Citizens of Dehdasht in 2015, International Conference on Humanities, Psychology and Social Sciences, Tehran.
3-Askari Nadooshan, Abbas; Seyed Alireza Afshani; Razieh Zakeri Hamaneh and Somayeh Askari Nadooshan. (2014). Women Consumption Tendencies in Yazd, Journal of Women in Development and Politics (Women Research), No. (1): 116-93.
4-Azodi, Tayebeh (2017) Media Advertisements (with Emphasis on Television) and How to Influence Changing Individuals' Attitudes Towards Consumerism, 11th National Congress of Pioneers of Progress, Tehran, Center for the Iranian Islamic Model of Progress.
5- Himadri Roy Chaudhuri, S. Mazumdar, A. Ghoshal (2011) Conspicuous consumption orientation: Conceptualisation, scale development and validation, Journal of Consumer Behaviour, J. Consumer Behav. 10: 216–224 (2011), Published online 13 June 2011 in Wiley Online Library (wileyonlinelibrary.com) DOI: 10.1002/cb.364
6-Khaiwal, Ravindra, ManinderKaur-SidhubSuman, MorcSiby, John (2019) Trend in household energy consumption pattern in India: A case study on the influence of socio-cultural factors for the choice of clean fuel use و Journal of Cleaner Production Volume 213, 10 March 2019, Pages 1024-1034.
7-Mohajerani, Ali Asghar; Hagigatian, Mansour; Yusuf Nia, Mahdi (2015). "Study of social, cultural and economic factors affecting the lifestyle of the inhabitants of villages turned into cities, studied: Khaf and Rashtkhar cities in Khorasan Razavi province". PhD Thesis in Economic Sociology and Development, Faculty of Humanities, Islamic Azad University, Dehaghan Branch.
8-Mostafavi Kohngi, Farahnaz (2017) The Effect of Urban Commercial Advertising on Girls' Consumerism (Students of Payame Noor University, Central Isfahan), Fourth International Conference on Media Management, Tehran, Monthly Figures Monthly - Radio and Television University.
9-Mousavi, Y. and Ahmadi (2016) The Effect of Urban Commercial Advertising on Women's Consumerism in Tehran, Quarterly Journal of Socio-Cultural Development Studies, No. 4.
10-Movahed, Majid; Abbasi Shawazi, Mohammad Taqi; Mercy, Neda. (2015). Media, Gender and Consumerism: A Study of the Relationship between the Use of Mass Media and the Consumerist Tendencies of Young Girls and Boys in Shiraz, Strategic Studies of Women (Women's Book): 12, 47-65.
11-Paek, Hye-Jin؛ Pan, Zhongdang (September 2004) Spreading Global Consumerism: Effects of Mass Media and Advertising on Consumerist Values in China, Mass Communication & Society
12-Ranjbaran, Bahram and Zabihzadeh, Kazem and Barabari, Mojtaba. (2011). A Study of Consumption Patterns of Female Students at the University of Isfahan, Journal of Women in Development and Politics (Women's Research), Volume 9, Number 2: 180-155.
13- Robertson, J. P. F., & Abatan, O. (2017). The Impact of Using Social Media for Advertising Appliances on Consumer Behaviour. Journal of Marketing and HR
14-Talebi Dalir, Masoumeh; Akbari, Hussein (2014). Media and Consumerism, Media and Culture, Institute of Humanities and Cultural Studies, Fourth Year, No. 2: 123-150.
15-Yousefnia, Mehdi, Mohajerani, Ali Asghar, Haghighatian, Mansour (2015) A Study of Cultural and Social Factors Affecting the Lifestyle of Residents of Villages Converted to Urban in Khaf and Rashtkhar Cities Case Study: Nashtifan, Salami and Jangal Cities, Cultural Studies Quarterly Khorasan Social, Volume 10, Number 2 - Serial Number 38
_||_1-Agha Mohammad Khan, Samira (2012) A Study of Cultural Factors Affecting the Creativity of Ruyin Sanat Employees with Emphasis on the Globe Model, University of Central Tehran.
2-Asgharnejad, Najaf and Davari, Kourosh (2015), A Study of Social and Cultural Factors Affecting Water Consumption Pattern among Citizens of Dehdasht in 2015, International Conference on Humanities, Psychology and Social Sciences, Tehran.
3-Askari Nadooshan, Abbas; Seyed Alireza Afshani; Razieh Zakeri Hamaneh and Somayeh Askari Nadooshan. (2014). Women Consumption Tendencies in Yazd, Journal of Women in Development and Politics (Women Research), No. (1): 116-93.
4-Azodi, Tayebeh (2017) Media Advertisements (with Emphasis on Television) and How to Influence Changing Individuals' Attitudes Towards Consumerism, 11th National Congress of Pioneers of Progress, Tehran, Center for the Iranian Islamic Model of Progress.
5- Himadri Roy Chaudhuri, S. Mazumdar, A. Ghoshal (2011) Conspicuous consumption orientation: Conceptualisation, scale development and validation, Journal of Consumer Behaviour, J. Consumer Behav. 10: 216–224 (2011), Published online 13 June 2011 in Wiley Online Library (wileyonlinelibrary.com) DOI: 10.1002/cb.364
6-Khaiwal, Ravindra, ManinderKaur-SidhubSuman, MorcSiby, John (2019) Trend in household energy consumption pattern in India: A case study on the influence of socio-cultural factors for the choice of clean fuel use و Journal of Cleaner Production Volume 213, 10 March 2019, Pages 1024-1034.
7-Mohajerani, Ali Asghar; Hagigatian, Mansour; Yusuf Nia, Mahdi (2015). "Study of social, cultural and economic factors affecting the lifestyle of the inhabitants of villages turned into cities, studied: Khaf and Rashtkhar cities in Khorasan Razavi province". PhD Thesis in Economic Sociology and Development, Faculty of Humanities, Islamic Azad University, Dehaghan Branch.
8-Mostafavi Kohngi, Farahnaz (2017) The Effect of Urban Commercial Advertising on Girls' Consumerism (Students of Payame Noor University, Central Isfahan), Fourth International Conference on Media Management, Tehran, Monthly Figures Monthly - Radio and Television University.
9-Mousavi, Y. and Ahmadi (2016) The Effect of Urban Commercial Advertising on Women's Consumerism in Tehran, Quarterly Journal of Socio-Cultural Development Studies, No. 4.
10-Movahed, Majid; Abbasi Shawazi, Mohammad Taqi; Mercy, Neda. (2015). Media, Gender and Consumerism: A Study of the Relationship between the Use of Mass Media and the Consumerist Tendencies of Young Girls and Boys in Shiraz, Strategic Studies of Women (Women's Book): 12, 47-65.
11-Paek, Hye-Jin؛ Pan, Zhongdang (September 2004) Spreading Global Consumerism: Effects of Mass Media and Advertising on Consumerist Values in China, Mass Communication & Society
12-Ranjbaran, Bahram and Zabihzadeh, Kazem and Barabari, Mojtaba. (2011). A Study of Consumption Patterns of Female Students at the University of Isfahan, Journal of Women in Development and Politics (Women's Research), Volume 9, Number 2: 180-155.
13- Robertson, J. P. F., & Abatan, O. (2017). The Impact of Using Social Media for Advertising Appliances on Consumer Behaviour. Journal of Marketing and HR
14-Talebi Dalir, Masoumeh; Akbari, Hussein (2014). Media and Consumerism, Media and Culture, Institute of Humanities and Cultural Studies, Fourth Year, No. 2: 123-150.
15-Yousefnia, Mehdi, Mohajerani, Ali Asghar, Haghighatian, Mansour (2015) A Study of Cultural and Social Factors Affecting the Lifestyle of Residents of Villages Converted to Urban in Khaf and Rashtkhar Cities Case Study: Nashtifan, Salami and Jangal Cities, Cultural Studies Quarterly Khorasan Social, Volume 10, Number 2 - Serial Number 38