This study aims to identify the factors affecting conspicuous consumption from the perspective of women with different lifestyles, including academics and seminarians, and also to investigate what actions conspicuous consumption leads to in individuals. This research is More
This study aims to identify the factors affecting conspicuous consumption from the perspective of women with different lifestyles, including academics and seminarians, and also to investigate what actions conspicuous consumption leads to in individuals. This research is fundamental in terms of purpose and methodologically examines and analyzes the views of women on the conspicuous consumption of luxury goods using the grounded theory. The method of data collection is field and using semi-structured interview tools in two groups of the statistical population including 15 female students of Islamic Azad University, Tehran Science and Research Branch, and 15 female students of Al-Zahra seminary in Qom. The results of the study show the difference between the beliefs and views of the first and second groups regarding the concept of conspicuous consumption and show that female students of Islamic Azad University are more inclined to the conspicuous consumption of luxury goods and female students of Al-Zahra seminary are less inclined to the conspicuous consumption and seek to control it through paying attention to Islamic ethics and religious life. This difference in the views of students is based on causal factors including structural, behavioral, psychological, and social factors. This research has for the first time dealt with the concept of conspicuous consumption from two perspectives with different intellectual approaches and compares them in Iran.
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