From Globalism to Glocalism: Consumption Patterns of Rich Kids and Its Effects on Other Young People

Consumption patterns in social groups are diversely affected by global and local processes. Using a mixed approach, this study analyses the consumption pattern of three classes young Tehran (capital Iran) including rich, middle lower classes. The findings suggest that self-indulgent lifestyle rich kids is reproduction patterns. ingress culture into society was also mediated through class, who inclined to convergence context. Rich act as reference group for among middle- lower-class youth, adopt eclectic lifestyles Overall, nature extent which perceived differ between two classes, with middle-class youth taking more realistic, extensive imitative perspective class incorporating mental, limited, false damaging mindset.