A consumer society is one in which the level of consumption is at a high level due to the influence of modern technology, high productivity, marketing policy and the growth of living standards. Although it is created from positive influences, the negative tendencies of such a society are the development of dependence on imposed and often unnecessary forms of consumption and the encouragement of passive consumption in favor of high profits of producers.
From irrational consumer behavior, an excessive desire of an individual to consume goods and services and their possession appears. Consumerism is described in professional and scientific literature as a social phenomenon, or a way of life and an expression, while consumption itself is an act and does not have a negative connotation, but rather denotes the use of goods and services to satisfy needs. Modern consumer culture is considered unsustainable (Bodley, 2001, 71) and insatiable (Campbell, 2005, 37). Because excess consumption is no longer driven by need, but by lust (Bauman, 2012). When consumption crosses the border of need, it turns into consumerism and consumption out of lust. Collin Campbell identifies “longing” as a characteristic cultural state of a consumer society. Longing is manifested through daydreaming, advertising, marketing, the design of the products we buy, and the places we buy and consume.
Consumer literacy is essential for informed, responsible, and conscientious purchasing from an economic, health, and ethical perspective. It is defined as the set of knowledge and skills that enable consumers to make informed purchasing decisions, understand their rights and obligations, and critically evaluate marketing messages. By understanding consumer culture more deeply, consumers understand the importance of actively gathering and analyzing product information (composition, origin, price, environmental impact) before making a purchase, thus resisting impulsive marketing pressures.
Impulse buying is an unplanned, spontaneous purchase that results from exposure to stimuli and is decided upon at the time of purchase. Impulse buying accounts for a significant portion of a consumer’s total purchase and can be triggered by the introduction of a new product, a brand, or a product offering on special offer. Impulsive buying can be triggered by internal factors such as the emotional state and characteristics of the buyer, and external factors such as the space and layout of the store.
Previous research has shown that impulsive buying, considered an unplanned form of shopping, occurs in 90% of people. It is estimated that in the USA, around 1/3 of all purchases made during sales are impulse purchases annually.
Although most consumers describe themselves as rationally and responsibly planning their purchases, they are still prone to impulse buying, especially in situations involving special offers. Men find prices ending in 9 more attractive and cheaper than women and are more likely to round them down. Older age groups and less educated respondents show greater sensitivity to psychological prices, while younger respondents value product design and brand more.
Some of my literature links are on my language (Croatian) since I recognized importance of understanding the topic locally but can also be found on English.
Jönsson, E., & Ölund, R. (2021). Oops! I Did It Again… : Exploring consumers’ post-purchase emotions in regards to impulsive shopping and product returns online. (Dissertation). Retrieved from https://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52686
Mihić, M. i Kursan, I. (2010). Utjecaj demografskih i individualnih čimbenika na impulzivnu kupovinu. Market-Tržište, 22 (1), 7-28. Preuzeto s https://hrcak.srce.hr/62108
Buzov, L. (2017). Utjecaj osobnih čimbenika (kupca) i karakteristika prodajnog mjesta na impulzivno ponašanje u kupnji [Diplomski rad, Sveučilište u Splitu]. Repozitorij Ekonomskog fakulteta u Splitu. https://repozitorij.efst.unist.hr/object/efst:1738
Čolić, S. (Ur.). (2013). Potrošačka kultura i konzumerizam. Institut društvenih znanosti Ivo Pilar.
Grgić, M. (2017, 21. studenoga). Psihologija potrošača: Tko su zapravo impulzivni kupci? Istraži me. https://www.istrazime.com/psihologija-potrosaca/impulzivni-kupci/
