Conspicuous Consumption of Shopping among Families in Tehran City (Case Study: 1, 7 & 19 Regions)

Nowadays human needs are growing with regard to experience of modernity and industrialization of societies and conspicuous consumption is replaced by real consumption with regard to increasing rivalry among families. Conspicuous consumption has various consequences on individual, family and society which with regard to importance of subject, this research reviewed the social, economic and cultural factors affecting on conspicuous consumption among 384 persons of families in 1, 7 & 19 in Tehran city by survey method and theories of Veblen, Bourdieu, Inacon et al. & Engelhard. Findings showed that conspicuous consumption is high among more than third of families in which families in 1, 19 & 7 have highest level of conspicuous consumption irrespectively. In addition, materialism, cultural capital, status orientation, economic capital, social status and religiosity variables have most effect on conspicuous consumption irrespectively. Also, with regard to quality of effect, these 6 independent variables have three types of effect on conspicuous consumption: direct effect (materialism), indirect effect (status orientation) and both direct and also indirect effect (economic capital, cultural capital, social status and religiosity). Findings implied that conspicuous consumption in Tehran city, unlike Veblen, no longer isn’t confined to upper and high classes of society and it is growing among other classes of society and all classes of society are involved in that. ƒƒƒƒƒƒƒƒƒƒ