Abstract:

Today, the main reason behind the purchase of a product for most people is distant from the rational basis that represents the primary benefit of the product. People often get social approval, show their status, be appreciated by others, etc. It shows the behavior of buying the product for the secondary benefit that contains the reasons. The consumption of the product not counting the rational benefit and the secondary benefit is referred to as indicative consumption. This study aims to determine whether gender and monthly expenditure from demographic variables, along with materialist and moral consumption trends, have a significant impact on the indicative consumption trend. The multi-linear regression analysis found that the mentioned variables had a significant impact on indicative consumption; the independent sample t test found that there was a significant difference in indicative consumption tendency between women and men.

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