Exploratory Analysis of the Christmas Symbology Importance

Abstract

The purpose of this investigation is to study the Christmas symbology importance and its relationship with consumerism in the Christmas season. An exploratory study is carried out, and it is based on a questionnaire survey consisting of three parts: estimated consumption in the Christmas season, the importance of the Christmas symbology and some sociodemographic variables. The sample in this study is composed of 1086 Portuguese individuals, who are over 18 years old. The results show that the variable Christmas symbology presents good reliability and a structure with three factors: Christmas season Ornaments, Prosperity and Abundance, and Nativity and History of Jesus. The Christmas tree, the Christmas lights and the nativity of Jesus are the symbols to which people grant higher levels of importance. The greater the importance given to Christmas symbols, the greater the estimated consumption value in the Christmas season, while the factor Nativity and History of Jesus is the one which contributes the most to consumerism. This chapter develops a comprehensive study that is expected to contribute to understand the Christmas symbology importance for the Portuguese population and its relationship with consumerism. This chapter explores an area in which there are few studies, because it is not only about the Christmas symbology importance but also about its relationship with consumerism in the Christmas season. The different symbols which characterize this season are filled with stories and meaning, giving the people’s lives importance. Therefore, this study is both groundbreaking and relevant for the Portuguese population.