MATERIALISTIC VALUES, SHOPPING, AND LIFE SATISFACTION IN ROMANIA

Numerous studies have shown that generally materialists are less happy than those lower in materialism. Several studies confirm that people who experience a lower level of life satisfaction are more interested in shopping; therefore materialism determines directly and indirectly (mediated by life satisfaction) the desire of going shopping. There are only few studies that deal with this topic within Romanian consumers. The conceptual model proposed here was tested on a convenience sample of 390 Romanians. Using structural equation modelling, our findings confirm the hypothetical model only partially. Materialism leads to life dissatisfaction and shopping, but life dissatisfaction does not increase shopping. To the contrary, there is a positive relationship between life satisfaction and the desire for shopping. One possible explanation is that Romanians perceive materialism as a positive attitude. Anyway, nuances should be considered regarding the role of money and possession in bringing life satisfaction