Consumption of Status and its Relations with Materialism: Background Analysis

Abstract

The main objective of this study is to identify the relationship between materialism and status consumption (unfolded into sociability, status consumption, and functionality). The basis for this association is that materialists tend to use money to increase their social status (Christopher, Marel, & Carroll, 2004). To measure materialism we used Richins‟ (2004) model and to measure consumption status we applied Eastman‟s, et al. (1999) scale. Through a survey of 250 college students using structural equation modeling to analyze the data, we demonstrate the robustness of a model that linked these two models. We also demonstrate that materialism is an antecedent of social behavior (β = 0.195), consumption status (β = 0.804), and non-functional purchase (β = 0.499). Therefore, we conclude that materialism behavior has a strong influence on status consumption.