Consumerism as a youth identity factor under the globalization conditions

LTReikšminiai žodžiai: Jaunimas; Vertybės; Vartotojiškumas; Tapatybė; Globalizacija; Youth; Values; Consumerism; Identity; Globalization.

ENGlobalization is a feature of the contemporary society which is treated and defined by social sciences in different ways, but we may state that this process is comprised of such elements as a global market and, of course, consumerism which ensures the vitality of markets. Therefore, the modern society is called both information and consumer society. The content, essence and character of consumption may be analysed in respect of history, theory, specific research. In the view of C. Campbell, researcher, there are two different approaches to consumption: 1) consumption is perceived as an essential, natural thing related to real needs, daily routine, certain solutions, habits and activities; 2) consumption may be motivated by unlimited wishes and aspirations for goods and services which can be referred to as non-essential. Under the first approach consumption is identified with the daily routine and meeting of needs day by day, while the second approach allows to construe consumption as excessive consumption of things which are not really necessary. [Extract, p. 128]