The Function of Consumerism in Creating a Sense of Self

Consumerism can be defined as economics, social order and ideology, and they promote the purchase of more goods and services. It is also a market concept based on the power of supply and demand and encompasses all the goods and services necessary to maintain the existence of humans on the planet. From the first day of this universe life people depend on consumption. Consumer culture ties people to things and makes them depend on them.

In post-modern society, there are few things that play an important role in the life of consumerism. Consumption is closely related to creation and production of self-awareness. There are few people who think the product is more important than the main function. Today, it is almost impossible to purchase a product that the purchaser knows or otherwise does not embed the specific identification symbol it got. Recognizing this, we can conclude that consumption is a way of creating self-awareness. However, this is only a tip of the iceberg. Consumers can assume that their consumption patterns distinguish them from other communities and mark them as individuals, but this is incorrect. Consumption is one of our most creative and rigid practices. Instead, consumption plays a role as a way for consumers to communicate with society in a social structure. Simon Malpas explains:

Abandoning the phenomenon of the public's privatization and social movements, I define consumerism as a false belief (myth) that individualism felt satisfied with consumption. In this sense, consumerism is a way to accept consumption as self-development, self-realization, self-fulfillment (this will be discussed shortly under human development). In such a consuming society, the individual's identity is linked to the content he / she consumes. People buy more than their needs for basic needs and care about their own interests, not mutual common interests or ecological benefits. Whether personal happiness is the best is equivalent to accumulating goods and using services (Goodwin, Ackerman & Kiron, 1997). Sustainable consumption