MATERIALISM, STATUS AND CONSPICUOUS CONSUMPTION OF STUDENTS IN CROATIA

Predmet istraživanja su srodni, ali međusobno različiti koncepti prisutni u suvremenom potrošačkom društvu: materijalizam, statusna i upadljiva potrošnja. Polazeći od teorijskog razmatranja tih pojmova i analize dostupnih empirijskih istraživanja, problematika je istražena testiranjem hipoteza o razini njihove pojavnosti u izabranoj studentskoj populaciji Hrvatske, u cjelosti i prema spolu, te njihovog međusobnog odnosa. Istraživanjem putem anketnog upitnika i obradom rezultata utvrđuje se da je istraživana populacija ispodprosječno materijalistički orijentirana i nesklona statusnoj i upadljivoj potrošnji. Studenti muškog spola skloniji su statusnoj i upadljivoj potrošnji, dok kod materijalizma nema statistički značajne razlike, što potvrđuje nekonzistentnost dosadašnjih nalaza. U svezi njihova odnosa utvrđuje se da materijalizam utječe na statusnu i upadljivu potrošnju, kao što statusna potrošnja utječe na upadljivu potrošnju. Međutim, s obzirom na snažniji učinak materijalizma na upadljivu potrošnju kroz statusnu potrošnju zaključuje se da materijalistički orijentirani pojedinci žele posjedovati stvari radi postizanja određenog statusa u društvo i istovremeno se posjedovanjem stvari isticati u odnosu na druge. Ključne riječiThe research is focused on related but different concepts that exist in the contemporary consumerist society: materialism, status and conspicuous consumption. Starting from theoretical considerations of the above-stated terms and analysis of the available empirical research, the issue has been studied through testing the hypothesis of their manifestation level in the selected student population in Croatia, in total and with regard to gender, as well as their mutual relationship. The research based on the use of questionnaire shows that the studied population is orientated to materialism below the average, and disinclined to status and conspicuous consumption. Male students are more inclined to status and conspicuous consumption, whereas there is no statistically signifi cant difference in terms of materialism, which confi rms the inconsistency of previous results. Considering their relationship, it has been pointed out that materialism affects status and conspicuous consumption, just as status consumption affects conspicuous consumption. Speaking about a stronger infl uence of materialism on conspicuous consumption via status consumption, it has been concluded that individuals orientated to materialism want to possess things in order to reach certain status in the society and, at the same time, to stand out for possessing them