Social marketing campaigns, inequality and materialism: A case study of young consumers in Jakarta
Godo Tjahjono and Iwan Murty
Introduction and Background
According to the World Bank Poverty and Equality Database (povertydata.worldbank.org, 2014) and Indonesia's Central Statistics Agency (bps.go.id, 2014), the Gini index (which measures the extent to which the distribution of consumption expenditure or income among individuals or households within an economy deviates from a perfectly equal distribution) for Indonesia, based on consumption expenditure, increased from 0.292 in 1990 to 0.411 in 2013 (the higher the Gini index, the greater the inequality in the society). The World...