Family Consumption Patterns Between Conspicuous (Prestigious/Ordinary) in Light of Social Changes

Abstract

This study aims to explore the attitudes of household heads in the city of Misurata toward consumer culture, focusing on the distinction between ostentatious (luxury) consumption and ordinary visible consumption, as well as identifying the sources of this knowledge and their role in promoting and disseminating consumer awareness. The study relied on a field sample of household heads from selected shops in Misurata, using a questionnaire designed according to appropriate methodological standards. The findings revealed a limited understanding of the distinction between the two consumption patterns, based on a few information sources with minimal impact on spreading this culture. Statistical analysis indicated a significant relationship between the household head’s socio-cultural background and their knowledge and practice of consumer behavior, while civil society institutions were found to play a weak role in raising awareness. The study concluded with several recommendations directed at both families and society, grounded in the theoretical and field results.