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Recently, cultural transformation has resulted in changing consumption values. Lack of the deeper explanations regarding the antecedents of consumption values is the motivation of this study. The study aims to explain the effects of global consumer culture, individualism, collectivism and materialism as antecedents, on consumption values of consumer. A partial least square structural equation modeling (PLS-SEM) and multi-group analysis was applied to test the hypotheses suggested in the structural model. The results indicate that materialism partially mediates the relationship between global consumer culture and consumption values and, the relationship between collectivism and consumption values. Materialism full mediates the relationship between individualism and consumption values. The results reveal that there are no differences the direction and power of the structural model paths between middle-class group and other-class group except for indirect effects.

AN EMPIRICAL STUDY ON ANTECEDENTS OF CONSUMPTION VALUES: THE MODERATING EFFECT OF SOCIAL CLASS