Влияние социокультурных факторов на демонстративное потребление: теоретический анализ

Abstract

The article explores the influence of sociocultural factors on demonstrative consumption based on Hofstede's methodology. The aim of the article is to analyze theoretically the impact of the main informal institutions on the behavior of consumers of luxury goods and to identify the most characteristic features of demonstrative consumption for certain types of cultures. The article uses the methodology of institutional and cross-cultural analysis, comparative and statistical methods. The study of demonstrative consumption in different types of cultures was carried out according to Hofstede's six parameters: power distance, individualism - collectivism, masculinity - femininity, uncertainty avoidance, long-term orientation to the future, indulgence -restraint. The study proves that consumer behavior based on the desire to demonstrate status is most characteristic of collectivistic masculine cultures with a high level of power distance, uncertainty avoidance and long-term orientation to the future. In indulgent cultures, compared to restrained ones, people are more likely to buy luxury brands in order to satisfy utilitarian and hedonistic needs. A study of the institutional aspects of luxury consumption in countries with different types of cultures revealed the main characteristics of the influence of sociocultural factors on demonstrative consumption. This study will allow marketers to determine the psychological aspects of consumer behavior from different types of cultures in relation to luxury brands.