Consumer Culture and Identity

Introduction Fonseca (2008) defines consumption culture as "a condition that represents consumption as an increasingly important role in mediating certain aspects of social relations, consumption is a symbolic ability to represent a group and its lifestyle The identity mentioned in the definition of Fonseca can understand not only the economic or capitalist impact of consumption but also the influence of consumer culture on social stakeholders.

Slater's works use a thematic approach to consider some important points of consumer culture such as needs, selection, identity, status, alienation, things, culture, etc. Slater considers "consumer culture" - consumer culture - to be unique and concrete, and it represents the major cultural regeneration style of the Western in modern processes.

Consumer cultural theory research tends to deal with four important theoretical areas and their intersections: 1) consumer identity project; 2) market culture; 3) consumption social history model; 4) mass market ideology And in the field of consumer interpretation strategy research, research results influence theory, organization practice, public policy and consumption life.

Culture and consumption patterns are subdivided and related to each other. - The main theme in the field of consumer research is the Consumer Identity Project (consumers use their wealth and brand to create their own identities and tell them to others or themselves). - Early studies on identity related consumption tend to focus on a wide range of conceptual problems; recent research has adopted a more granular approach. - The product as a concept of "self-expansion" (Belk, 1988) changed in the online world (Belk, 2013). - Consumption of liquid (action in the digital environment, consumption based on access, need to explain worldwide mobility requirements). - Relationship with assets (in the context of world nomads). - Virtual consumption (virtual goods as an element of identity)

Consumer identity is a description of consumer's own consumption patterns. In consumer culture, people no longer consume goods and services only for functional satisfaction. Consumption is increasingly based on meaning; brands are often used as symbolic resources to build and maintain identity. Consumers use brands and products to express their identity. One of the most prominent features of the present day is the rise of consumerism, which was made possible by the emergence of major middle classes and the provision of various kinds of goods in the open market.