1- Khalkhal Branch Islamic Azad University 2- Islamic Azad University, Zanjan branch
Abstract: (22 Views)
Since the beginning of life, collectively, humans have always been consumers of nature's productive resources and themselves. In the meantime, what has become more civilized is the consumption category, and what is declining is the environment category. The present research was conducted with the aim of establishing a relationship between consumerism at the micro level and environmental hazards. To achieve this goal, data collection was done with the help of several theories of consumerism and with the grand theory method (foundation data) and semi-standard interview tool. Data analysis was done with structured technique (SLT) and using open, central and selective coding. The statistical population is the citizens of Ardabil city and the statistical sample includes 90 citizens of this city who are part of one of the first, second and third deciles of the household, who were selected by sequential sampling until theoretical saturation was reached, and the sampling adequacy was achieved. After extracting 29 concepts from the interview text, it was summarized into 5 sub-categories and finally 2 main categories (consumerism civilization and environmental hazards) were obtained, which the research results show: the second and third deciles cause the most damage to the environment with irresponsible and demonstrative consumption of goods and services, unnecessary purchases and media fashion advertisements. Also, in spite of high education, this group has a lower environmental behavior than the first decile of the society and in the field of waste management and separation of waste from home, almost the entire statistical sample performed poorly and did not give importance to this category.