The aim of this study is to reveal the impact of materialism and idealism on utilitarian and conspicuous consumption. A survey was used as the data collection method and convenience sampling was used as the sampling method. A total of 400 people participated in the survey. According to the results of the structural equation model analysis, it was determined that the achievement dimension of materialism positively affected conspicuous consumption, and both achievement and happiness dimensions positively affected utilitarian consumption. It was concluded that idealism has a negative effect on conspicuous consumption and a positive effect on utilitarian consumption.
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Hamida Novruzova (2024) studied this question.