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Making Sense of Iranian Society, Culture, and Business by Hamid Yeganeh

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Chapter 12

Consumers and Consumption

Revolution, Consumption, and Consumerism

The Islamic Revolution of 1979 was mainly a reaction to the rapid pace of Westernization under the Pahlavi rule. Therefore, the revolutionaries denounced the Western life style and all associating behaviors particularly materialism and consumerism. On the one hand, they were inspired by spiritual values and called for a modest life style. On the other hand, they vehemently advocated the economic independence and self-sufficiency. As a result, the early years of the Islamic Revolution from 1979 to 1990 were marked by an emphasis on consuming domestic products and avoiding luxurious foreign and Western brands. This trend was intensified by war with Iraq in the ...

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