Consumer culture theory is a sociological and marketing perspective that suggests that modern Western societies are defined by their consumption of goods and services. The theory posits that the rise of capitalism and consumerism has led to the creation of a “consumer culture” in which people are increasingly defined by their purchase decisions and consumption habits.
The theory has been used to explain a wide range of social phenomena, from the rise of materialism and celebrity culture to the role of advertising in society. It has also been used as a tool for marketing analysis, helping businesses to understand how consumers behave and what motivates them to make purchase decisions.
There is a growing body of research on consumer culture theory, with new studies being published regularly. The theory is constantly evolving, as researchers strive to better understand the role of consumption in modern societies.