engleski

Commodity as Identity in Consumer Society - Are We What We Buy?

Diversification of supply on the global market, acceleration of the exchange of goods, alongside the weakening of the sense of social class belonging, led to a significant transformation in consumer behavior. Modern consumers, free of all class constraints, are able to constantly expand their desires and needs, seek new experiences and pleasures. Faced with an endless variety of products that are alike on the level of functionality, consumers begin to adjoin a different type of value to material goods, using their consumer choices as means of forming their identities.

commodity; identity; consumer society; youth

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