Investigating environmental behavior with an emphasis on material consumerism lifestyle (Tehran citizens)

Tehran is facing environmental issues. To solve this problem, it is necessary to investigate the lifestyle and daily habits of the citizens. Based on this, the purpose of the research is to investigate the relationship between lifestyle with emphasis on material consumption and environmental behavior. The theoretical framework of the research is Veblen's ostentatious consumption theory. This research is based on a quantitative approach and a survey method and questionnaire collection tool. The statistical population includes residents of eight districts of Tehran. The sample size based on Cochran's formula was 384 people, and due to the large population of the statistical population, a sample size of 810 people was selected. The data was analyzed using statistical tests. The findings showed that as the lifestyle moves towards materialistic consumption, the amount of supportive environmental behavior decreases. The average environmental behavior of women and men, single and married has a significant difference. And the average shows that more women than men and married people have more supportive environmental behavior than single people. The average of environmental behaviors is different based on age periods and there is no relationship between environmental behavior and education