Do Demographics Matter in Consumer Materialism?

This paper aims to investigate the effects of personal characteristics such as gender, income, education and age on consumer materialism. Research hypotheses are based both existing marketing literature an additional integration gender studies in order further study By using random sampling surveying 1000 respondents living across different regions Lithuania, results show signi?cant differences along age, self-perceived relative income terms consumers’ materialistic dispositions. The confirms that younger consumers more inclined values than older ones. Women differ from men materialism centrality, well happiness success measures. Regarding Lithuanians with low prone aspire material possessions. Furthermore, research indicates higher rates appear among less educated individuals. is one first representative Lithuania revealing what demographic have behaviour. Our findings some practical implications; for example, they vulnerable segments population susceptible materialism, necessitating educational policies reduce behavior encourage a responsible approach. As result, these programs should be tailored individuals, greater emphasis risks associated overconsumption.