The Effect of Consumer Culture on Social Dissatisfaction among Youth: The Mediating Role of Social Comparison

Document Type : Research

Author

moha,mmad reza heshmati

Ph.D. Graduate in Sociology of Social Issues, University of Kashan

https://doi.org/10.22067/social.2026.98062.1744

Abstract

This study examines the effect of consumerist culture on social dissatisfaction among youth, focusing on the mediating role of social comparison. Given the expansion of consumerist values and the growing influence of social media in intensifying comparison processes, the research seeks to explain key social mechanisms shaping youth dissatisfaction.



Methodology:



This quantitative study employed a survey design. The population included youth aged 15–25 living in Tehran, from whom 384 participants were selected using stratified random sampling. Data were collected through a structured questionnaire measuring consumerist culture, social comparison, and social dissatisfaction. Validity was confirmed through face and content validity and confirmatory factor analysis, while reliability was assessed using Cronbach’s alpha. Structural Equation Modeling (SEM) and the Sobel test were used for data analysis.



Findings:



Results showed that consumerist culture significantly and positively affects social comparison and social dissatisfaction. Social comparison also had a significant positive effect on social dissatisfaction and partially mediated the relationship between consumerist culture and social dissatisfaction.



Conclusion:



Youth social dissatisfaction is influenced not only by individual factors but also by consumer-oriented cultural and media structures that reinforce material standards and social comparison.

Keywords

Consumerist Culture

Social Dissatisfaction

Social Comparison

Youth

Tehran

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