THE MAIN FACTORS OF THE FORMATION OF DEMONSTRATIVE CONSUMPTION OF KAZAKH YOUTH

Abstract

This article presents the results of a study conducted to study the phenomenon of demonstrative consumption of Kazakh youth. The data presented in the article can be used to identify the main trends in consumer behavior of students. The conducted research has demonstrated that the main factors influencing the implementation of demonstrative consumption among students in modern conditions are social - expectations of circling, social networks, fashion, advertising and cultural-national - mentality, traditions. On the one hand, Kazakhstani youth absorbs the traditions of excessive demonstrative consumption from early childhood, on the other hand, the ideology of "not at all superfluous" consumption, widely propagandized by the business interested in it, primarily large multinational corporations. The study of the phenomenon of demonstrative consumption among Kazakh youth is important not only for science, but also for culture and the state, especially for the development of "scenarios" for the future development of Kazakhstan, which, despite globalization, should be determined by the modernization of consciousness, including the national, cultural code and a progressive approach to building society, including reasonable consumption. The article discusses the main directions of the formation of the culture of humanistic consumption of Kazakh youth.