The present study aims to investigate and analyze the structural model of personality and identity characteristics associated with consumerism. To this aim, the correlation and structural equation modeling techniques were used as the method of analysis. The research population consisted of all the citizens of Esfahan city in 1392. A sample of 200 individuals was selected randomly.
The research instruments were two researcher-made questionnaires for the personality characteristics and consumerism. Data were analyzed using correlation and simultaneous regression techniques; for the modeling stage, also, the Amos software was used. The analysis showed that consumerism is strongly correlated with six personality-identity variables including perfectionism, Identification, self-esteem, borderline personality, and histrionic and dependent treats.
Results of the simultaneous regression analysis, also, showed that perfectionism, Identification and borderline personality can be the good predictors of consumerism with a P value of 0.01; histrionic personality variable can also predict the wastefulness with a P value of 0.05.