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Rising Consumer Materialism: A Threat to Sustainable Happiness by Afia Khalid

Rising Consumer Materialism: A Threat to Sustainable Happiness

by Afia Khalid
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Book cover type: Paperback
  • ISBN13: 9781032096124
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Taylor & Francis
  • Publisher Imprint: Routledge
  • Publication Date:
  • Pages: 122
  • Original Price: GBP 24.99
  • Language: English
  • Edition: N/A
  • Item Weight: 163 grams
  • BISAC Subject(s): General, Consumer Behavior, and Marketing / General

Rising Consumer Materialism presents a theoretical advancement of materialism research. It identifies eight areas of a consumer's life that are inter-disciplinary and of prime importance towards promoting happy and rewarding lifestyles. This study examines the pre-planned purchase process as the primary step towards satisfactory consumption. The theoretical framework provides a stream of research possibilities that guide readers towards healthy consumption patterns. Therefore, the book offers practical solutions to problems such as loneliness and unhappiness. It advocates a new dimension of consumption activity and lifestyle choices that can help to re-socialize and improve social bonds; hitting materialism right at its core, making the consumption experience well informed and beneficial for the consumer as well as society.

Together, pre-planned engaging, intrinsic experiential purchases with a view to environmentalism, religiosity, social giving, social support and nostalgia can cure the excessive emphasis on acquiring and showing off valuables that are disruptive to a consumer's social affiliations and subjective wellbeing.

Rather than utilizing material possessions as a proxy measure for success and happiness resulting in only temporary happiness, discontent, continuous brand/product switching, undesirable post purchase evaluations and shifting brand loyalties, the book establishes alternative mechanisms for achieving happiness. The integrated framework provides a comprehensive solution rather than a half-baked specific situational-based intervention and is a must read for academics, students and consumers alike.

Afia Khalid is a PhD Scholar at the National College of Business Administration & Economics, Lahore, Pakistan.

Faisal Qadeer is an Associate Professor and the Head of the Research Programme at Lahore Business School, University of Lahore, Pakistan.

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