Demonstrative Consumption and Developmental Components: The Analysis of the Effect of Demonstrative Consumption on Development-Oriented Components Among Citizens With Higher Education Aged 20 To 65 in Zanjan

Document Type : Research Paper


1 PhD Student in Sociology, Dehaghan Branch, Islamic Azad University, Dehaghan, Iran

2 Associate Professor, Department of Sociology, Theoretical and Cultural Orientation, Islamic Azad University, Mobarakeh Branch, Mobarakeh, Iran

3 Assistant Professor, Department of Sociology, Department of Social Issues, Iran, Islamic Azad University, Dehaghan Branch, Dehaghan, Iran



The aim of this study was to analyze the effect of demonstrative consumption on the components of sustainable development. In a survey study in 2020, 502 citizens with higher education aged 20 to 65 in Zanjan 463865 people were selected from a statistical population by sampling multi-stage clusters. The research tool is a questionnaire (Cronbach's alpha> 0.80). Data were analyzed in SPSS and PLS statistical software at the significance level of P <0.05 and error of 0.95. According to descriptive findings, demonstrative consumption status (average=111.23) and the status of development-oriented components (average=246.99) they are at an intermediate level. Results show a strong and inverse correlation between demonstrative consumption and developmental components (r = -0.567 & P= 0.01). Development in all three dimensions of awareness (r =-0.208 & P=0.01), attitude (r= -0.338 & P= 0.01) and behavior (r =-0.609 & P= 0.01) Showed the circuit. Regression analysis explained part of the variance of developmental components in society by demonstrative consumption dimensions (R2= 0.403). Findings showed an inverse correlation between socio-economic class and demonstrative consumption (P=0.025) but it did not show a correlation with development-oriented components (P = 0.775). The measurement model and the structural model confirm the effects. Overall, the results showed the effect of demonstrative consumption pattern on developmental components. Therefore, the most important development-oriented strategies should be to reform the consumption patterns of society.


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