engleski

Culture of Consumption: Searching for Identity through Consumer Practice.

This paper deals with consumer practices from an interdisciplinary perspetive. It reflects the fact that today’s global culture is generally perceived as culture of consumption. Therefore, the research starts from the social dimension and the notion of consumer identity defined and influenced by culture and society. This conceptualizes consumer socialization, an area especially interesting for marketers. It stems from personal and family consumption practices which reveal specific unconscious, culturally defined motivations and social relations. The analysis done for the purpose of this study suggests that the products that individuals buy have multiple meanings for them beside their utilitarian function. Moreover, by using them, consumers add new meanings to the material goods they interact with by thus creating new identity layers. Stemming from redefined forms of contemporary material culture, socio-cultural structures and collective patterns, these layers clearly confirm that our consumption practices form an integral part of our modern identity.

culture; consumption; identity; consumer; practice

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