Beauty culture and consumer society (with emphasis on consumerism in cosmetics)

Document Type : Research Article

Authors

1 Professor of Sociology, University of Alzahra

2 Master of Sociology

Abstract

This study investigated the factors affecting the consumption of cosmetics and its use was in fact one of the manifestations of consumerism that is feminine. Due to the growing dilemma of women use cosmetics and fashion remembered more as a social issue will be raised. Survey results from a sample of 384, a cluster sampling, random, people through Cochran formula for women 18-48 years who had been admitted to the shopping centers in Tehran, is obtained. Results show that the use of cosmetics is beyond the age and goes to beyond the  academic, ranking and marriage. Marital status and income have positive effect on women's use of cosmetics usage. Only variable of Education have negative effect on women's use of cosmetics usage survey respondents in situations that force them to take their places as toiletries, showed that women in home less than any place need to make. Income women have no effect on increasing or decreasing the consumption of cosmetics. Multivariate analysis after testing a linear multivariate analysis showed that 54% of consumption variability is explained by the variables examined in this study. Path analysis also showed that variables of the competitive behavior (0.48), individualism (0.66), as variables affecting women's consumption of cosmetics usage was found.

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