Do Demographics Matter in Consumer Materialism?

Abstract

This paper aims to investigate the effects of personal characteristics such as gender, income, education and age on consumer materialism. Research hypotheses are based on both existing marketing literature and an additional integration of gender studies literature in order to further the study of materialism. By using random sampling and surveying 1000 respondents living across different regions in Lithuania, the results show significant differences along gender, age, self-perceived relative income and education in terms of consumers’ materialistic dispositions. The study confirms that younger consumers are more inclined to materialistic values than older ones. Women differ from men on materialism centrality, as well as happiness and success measures. Regarding consumers’ self-perceived relative income, Lithuanians with low income are more prone to aspire to material possessions. Furthermore, research indicates higher rates of consumer materialism to appear among less educated individuals. This is one of the first representative studies in Lithuania revealing what effects different demographic consumer characteristics have on materialistic behaviour. Our findings have some practical implications; for example, they show that vulnerable segments of the population are more susceptible to materialism, necessitating educational policies to reduce such behavior and encourage a more responsible approach. As a result, these educational programs should be tailored to these individuals, with a greater emphasis on the risks associated with overconsumption.

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