CULTURA DO CONSUMO E MATERIALISMO NA BAIXA RENDA DE SÃO PAULO - CAPITAL

This work aims at analyzing the attitude of low-income consumers living in the city of Sao Paulo towards materialism taking into account the culture of consumption. Firstly, a brief review of the literature is presented. Then, the results of an empirical research conducted with 420 individuals chosen randomly in strategic points of great flow of people in the city of Sao Paulo are discussed. The construct of materialism has been analyzed according to three components: center, success and happiness. The results reveal a relationship with cultural aspects, such as leisure activities and behavioral variables. Keywords: culture of consumption; materialism; low income consumer DOI: 10.5841/extraprensa.v2i11.458