The Perspective of Children in Croatia on Materialism and Values That are More Important Than Material Goods

Abstract

The aim of this work is to investigate the perspective of children in Croatia towards materialism and values that are more important than material possessions. Specifically, we are interested in whether children in Croatia think it is important to own expensive and many material goods, the outcomes of materialism that children recognize and what they think is more important than owning and accumulating expensive things. The research was conducted using the method of online focus groups with children attending 5th to 8th grade of elementary school from different parts of Croatia. The sample consisted of 40 children (20 boys, 20 girls; average age = 12.85). The analysis of children's statements established that children in Croatia do not think it is important to own expensive and many material goods, but they note that it is important for some individuals and social groups. Furthermore, children associate the following outcomes with materialism: acceptance in society and social status, false friends and exploitation, short-lived happiness, and finally boasting, and arrogance. Furthermore, as values more important  than material goods, children point out: friends and society, family, hobbies and personal interests, health, happiness, and others. In Croatia, the perspective of children towards materialism has not been specifically examined thus far. Understanding how children perceive money, spending, wealth, happiness, and other values can help parents,  educators, policy makers, and others to better support children's development and provide them with values that will be useful in their lives. This work was supported by the Catholic University of Croatia. The project is entitled “Happiness is not in material things: The role of the media, parents and peers in shaping materialism in children”.