Document Type : Original Article
Authors
1
M.A. of Social Welfare Planning, Faculty of Social Studies, Allame Tabatabaie University, Tehran, Iran
2
Professor, Social Welfare Planning, Faculty of Social Studies, Allame Tabatabaie University, Tehran, Iran
10.22034/scart.2025.139958.1391
Abstract
The aim of the present study is to explain the spread of consumer culture in the metropolis of Tehran. The residents of the metropolises are continuously and increasingly exposed to the onslaught of images, signs, and manifestations of consumer culture arising from the market system, whose immediacy, plurality, and strong effects constantly threaten and destroy the individuality, self-awareness, and power of choice of consumers. This situation has a decisive impact on the emotions, feelings, tastes, moods, and lifestyles of the actors, so that sometimes we can talk about the prevalence of consumer-oriented lifestyles among the residents of the metropolis, which leads to consequences such as emotional dissatisfaction, psychological boredom, and mental exhaustion. The field of study of the present study is the residents of the metropolis of Tehran. The method used is quantitative and survey-type, and the data were collected using a researcher-made questionnaire. The sampling method is of the probability type, based on which 363 people have successfully completed the questionnaire. Since the data had an almost normal distribution and dispersion, parametric statistical methods have been used. The findings indicate that there is a significant relationship between consumer culture and the variables under study. Among the background factors, a significant relationship has been seen between the variables of age and income and consumer culture, and the luxury hypothesis with 59% was the strongest explanatory and predictor of consumer culture. This can be considered a consequence of the capitalist and diverse market system of modern society. Consumer culture, as a social construct with different quantity and quality in different welfare states of individuals, is affected by the global system and its deceptive factors.
Keywords
Main Subjects
)