Sociological Explanation of Conspicuous Consumption of Clothing (Case Study: Birjand City, January 2020)

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Talebi Ali Mohammad; Hassani Darmian Gholamreza; Majdi Aliakbar; Kermani Mehdi

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Journal Paper

Paper Information

Journal: FERDOWSI UNIVERSITY OF MASHHAD JOURNAL OF SOCIAL SCIENCES Year:2020 | Volume:19 | Issue:1 (پیاپی 37) Page(s): 161-192

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Title

Sociological Explanation of Conspicuous Consumption of Clothing (Case Study: Birjand City, January 2020)

Author(s)

Talebi Ali Mohammad | Hassani Darmian Gholamreza | Majdi Aliakbar | Kermani Mehdi | Issue Writer Certificate

Keywords

Consumption

Conspicuous

Consumption of Clothing

Birjand

Abstract

The study aimed to explain the sociology of conspicuous use of cloths in Birjand and to examine the impact of human agency and structural factors on the formation of this phenomenon. Since the researchers intends to study a social reality from the outside by focusing on variables, quantitative approach was applied. The necessary data to test the research hypotheses were collected by survey method and through a questionnaire. Therefore, 383 residents of Birjand city were selected using Cochran sampling formula by multi-stage cluster sampling method. In this way, the city was divided into three regions area of full facilities, semi-facilities, lack of facilities and from among each three neighborhoods were selected. Then from these neighborhoods randomly and systematically, several blocks, and then from these blocks, several households were selected and the data were received from members of these households based on their ability to respond to items as well as the experience of conspicuous consumption of clothing (the age group of 15-55 years). Due to the prevalence of corona-19 virus, access to some observation units was not possible, and to prepare the sample, inevitably more units were studied. Formal validity was calculated through experts’ evaluations, weight index of variables by factor analysis test, and instrument reliability by Cronbach's alpha test. The results showed that the variables of conformity, differentiation, show-off, self-expression opportunities, social limitations and consumption habits had significant effects on the conspicuous consumption of clothing. Access to resources on the other hand did not have a significant effect on this variable. Moreover, there was no significant difference between men and women in terms of conspicuous consumption of clothing. The findings of this study are line with much of the theoretical discussions presented by theorists such as Veblen and Bourdieu about conspicuous consumptions and their identity function.

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