Consumer identity of modern man

Abstract

This paper focuses on the analysis of contemporary society as a
consumer society. Given the increasingly visible development of
consumer culture and the expansion of consumerism, we consider
it important to point to the influence on the formation of a consumer
identity as the dominant identity of modern man. Bearing
in mind the comprehensiveness and complexity of the concept of
identity, we have found it important to point out the theoretical
explanations of the concept of identity, its characteristics, its elements
and dimensions, and in particular the views on a consumer
identity by many authors who have dealt with this theme. This
paper aims at the need for a better understanding of the contemporary
consumer identity, and points to the consequences that the
formation of a consumer identity leaves humanity.