Analysing the causes for meterialism among younger generation than cultural and human values with special reference to erode and Gobi

Abstract

Materialism among the younger generation has become a hot topic among parents, educators, marketers and policy makers. This study aims at developing a model using age, sex, social comparison of consumption with friends, attention to advertising, and self-esteem to predict young people’s materialistic values. Prior research shows parents and peers are an important influence. Researchers have viewed parents and peers as socialization agents that transmit consumption attitudes, goals, and motives to adolescents. We take a different approach, viewing parents and peers as important sources of emotional support and psychological well-being, which increase self-esteem in adolescents. The most consistent finding to date is that adolescent materialism is related to the interpersonal influences in their lives— notably, parents and peers.