Consumption and Identity

Consumption includes not only for the important benefits it provides but also purchase of goods by individuals to achieve the meaning or value of consumers. "Fiske, 1989) (quoted by Bocock, 1993)" On the contrary, goods are not only subject to economic exchanges, they are goods with reflections, they are products they speak "(Fiske, 1989). This shows that individuals use goods as symbolic props as a way to create and shape their own identities. Individuals are encouraged to create their own stories and rely on the novelty of consumer goods.

In recent years, several related theories have been developed in this field to study the complexity of symbolic consumption, and identity related consumption is one of its pillars. Consumer cultural theory (Arnould and Thompson, 2005) is one of the main frameworks for analysis, and it is accompanied by important implications in this field and systematization and simultaneous unification of the theory. Twenty years of research published in the Journal of Consumer Research in 2005 has been widespread for consumer research. The authors focused on the literature of "New Consumer Research" in four theoretical interest clusters (1) consumer identity project, (2) market culture, (3) social historical consumption patterns, (4) market awareness for mass media I will draw. Form and consumer interpretive strategies

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)

Post-Fordism, or "flowing modernity" is worth noting that it shows a transition from production politics (and social class) to consumption (and personal identity) in extreme thinking. An alternative form of consumer ethical tourism is just one example of a wider range of consumer ethical products (Paterson 2006) and the fundamental credibility of these activities stands out in the discussion (Butcher 2007). The greatest impact on the growth of life politics is the collapse of capitalistic options. The collapse of communism seems to support that the market alternatives do not work (Giddens 1994, 2000; Jacoby 1999). By adopting or at least accepting market power as a positive or unacceptable, capitalistic left critic, it is clear that "no one will be an alternative to capitalism anymore" (Giddens 1998: 43) .