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The Relationship of South African Consumers’ Living Standards and Demographic Variables with Their Life Satisfaction

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Well-Being and Cultures

Part of the book series: Cross-Cultural Advancements in Positive Psychology ((CAPP,volume 3))

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Abstract

Transformative consumer research investigates the influence of consumption on political and social tensions related to severe economic imbalances. Its normative goal is to improve well-being – a state of flourishing that involves health, happiness and prosperity. It has been suggested that in South Africa an unprecedented wave of violent crime may be directly related to the stimulation of a consumer culture. People from desperate poverty could resort to violence and crime because they are constantly exposed to an unattainable ‘good life’ in the media. The characteristic inequality in the distribution of wealth in South Africa may further fuel this process. To explore this topic, data on life satisfaction were collected from a nationally representative sample of household purchase decision-makers. The relationship between demographic variables and life satisfaction was investigated across four groups of consumers from different levels of living standards. The results both confirm and challenge popular assumptions and suggest new ideas for further inquiry.

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Authors and Affiliations

  1. University of South Africa, Pretoria, South Africa

    Leona Ungerer

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  1. Leona Ungerer
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Correspondence to Leona Ungerer .

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Editors and Affiliations

  1. , Department of Education, Aarhus University, Niels Juels Gade 84, Aarhus, 8000, Denmark

    Hans Henrik Knoop

  2. Dipartimento di Scienze Cliniche Luigi S, Università degli Studi di Milano, Via G.B. Grassi 74, Milano, 20157, Italy

    Antonella Delle Fave

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Ungerer, L. (2013). The Relationship of South African Consumers’ Living Standards and Demographic Variables with Their Life Satisfaction. In: Knoop, H., Delle Fave, A. (eds) Well-Being and Cultures. Cross-Cultural Advancements in Positive Psychology, vol 3. Springer, Dordrecht. https://doi.org/10.1007/978-94-007-4611-4_9

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