Explanation of Conspicuous and Non-Conspicuous Consumption Zanjani Citizens, Based on Separateness and Embeddedness Approaches in Institutionalism Economics

This study aimed to investigate conspicuous and non-conspicuous consumption, which has been done by a mixed and sequential method in 2020. The statistical population is citizens with higher education aged 20 to 65 in Zanjan city. Samples were selected in two steps: with multi-stage cluster method (n=502) and by purposive and theoretical saturation (n=20). Techniques of data collection include closed and open questionnaires and structured and semi-structured interviews. Validity and reliability of the questionnaires were assessed. Quantitative data were analyzed using SPSSV20 and qualitative data were analyzed based on grounded theory. The statistical analysis showed that consumption status doesn't depend on socio-economic status. In addition, we extracted 16 main themes and 39 sub-themes. The qualitative analysis showed two opposing patterns of consumption: conspicuous consumption and non-conspicuous consumption.