Abstract
Purpose – Materialism among the younger generation has become a hot topic among parents, educators, marketers and policy makers, especially in Macao, a city where the influx of tourists and the expanding gaming facilities bring the potential threat of materialism and the erosion of traditional family values. This study aims to develop a model using age, sex, social comparison of consumption with friends, attention to advertising, and self‐esteem to predict young people's materialistic values.Design/methodology/approach – A probability sampling of 667 elementary and secondary school students aged 8 to 17 in Macao was conducted.Findings – Results show that social comparison of consumption with friends was the most important factor in predicting respondents' endorsement of materialistic values, followed by self‐esteem.Research limitations/implications – All the constructs are measured by self‐reporting. Some respondents may give socially desirable answers.Practical implications – Parents and educators should...
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