Assessing materialism in Indian urban youth

Abstract

In India, the concept of materialism has shifted from (the Indian philosophical concepts) Lokāyata/Cārvāka, from supernaturalism to naturalism, following the development of science and modernism.People, who were predominantly religious and believed in philosophical idealism, as opposed to materialism, have started following philosophical materialism to express their worldview and progress.E.g., living in a big city and owning a car is perceived as an orientation toward material goods and materialism, which may not be true.This study makes an attempt to develop a measure for materialistic orientation, which takes into account the cultural and behavioural distinctions of Indian urban youth.Existing measures of materialism are reviewed to develop a measure that is more attuned to trace the contextual materialism in Indian urban youth.Findings of the study suggest that, in order to measure the level of materialism, three dimensions need to be considered, i.e. significance, individuality and satisfaction.

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