The purpose of this study is to investigate the effects of self-concept, reference group, consumer education, and materialism on the propensity for conspicuous consumption of adolescents. The data used in this study were collected through questonnaires on 604 adolescents living in Cheju City. The data were analyzed by using SPSS PC?? program. The propensity for conspicuous consumption of adolescents differed significantly acording to their age and allowance, and sex. The propensity for conspicuous consumption of the middle school studynts was higher than that of the high school students. The propensity for conspicuous consumption of byys was higher than of girl s. The propensity for conspicuous consumptionof the adolscents was influenced by materialism and the reference group. According to the results of the multiple regression analysis, the most influential factor was materialism and reference group. in clothing materialism was the most influential factor and the reference group was the second influential factor. But in shoes, bag, and school supplies the reference group was the most influential factor and materialism was the second influential factor.