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How to Be a More Conscious Consumer, Even If You’re on a Budget

Most of us financially support companies we might not necessarily support socially, ethically or philosophically.

By Kristin Wong

Farai Harreld was pregnant with her daughter when she realized it was time to downsize. She and her husband had just purchased their first home, which was significantly smaller than their rental.

“I was shocked that at 25, we had already amassed so many possessions, and I struggled to make room for them,” said Ms. Harreld, co-founder of Black Minimalists . “So I made the commitment to be more present and mindful in the choices I made when spending my hard-earned money.”

It’s easy to accumulate stuff, even without much money. As sociologist Joseph Cohen has said , “America is a place where the luxuries are cheap and the necessities are expensive.” But from the rise of minimalism to companies making bold business moves in the name of sustainability, there’s been a push for more conscious consumption. According to Nielsen , sustainable product sales have increased by nearly 20 percent since 2014.

But what, exactly, do we mean here? Phrases like conscious consumption , sustainability and social responsibility are often used synonymously, but some of these phrases have carefully measured definitions, while others are a bit looser. Conscious consumption is an umbrella term that simply means engaging in the economy with more awareness of how your consumption impacts society at large. Shopping sustainably, with the intent to preserve the environment, is one way to consume more consciously.

“It is constantly financially challenging for us as a one-income family, because ethically made goods cost a lot of money, as they should,” Ms. Harreld said. In an effort to minimize her own ecological footprint, she shops secondhand, uses cloth diapers and buys shares in her local C.S.A . Doing your part might look entirely different, but there are some straightforward ways to be a more conscious consumer, even if you’re short on time and cash.

Look for B Corp Certification

The goal of sustainability is to reduce your ecological footprint , which is a measure of how fast we consume resources and generate waste compared to how fast the planet can recover from our habits. And while Fair Trade Certified companies have to meet a certain set of standards, a company can say their products are “ethically sourced” or “artisan made” without having any certifications or standards to prove it — it’s up to you to find out what that means.

All these definitions and standards can be confusing, so a non-profit group called the B Lab created a way to measure a company’s social responsibility. Certified B Corporations are legally required to “consider the impact of their decisions on their workers, customers, suppliers, community and the environment,” according to the organization’s website. “B Corp companies must undergo a rigorous measurement of a company’s full E.S.G. commitment,” said Rick Ridgeway, vice president of public engagement at Patagonia, which become the first B-Corporation in 2012 .

E.S.G. — which stands for environment, social and governance — measures a company’s commitment to reducing environmental impact and supporting social justice as well as their governance and engagement within their communities. The B Lab has an entire online directory where you can browse certified companies in different industries.

Learn more about your favorite brands

Instead of trying to research every single company you financially support, which can be overwhelming to the point of apathy, focus on where you spend your money most.

Review transactions in your budget or bank statements to see what businesses you regularly shop at, then do some research. You can start with the B Lab’s directory , and if the business isn’t listed, there are other tools that can help you learn more about your favorite brands, businesses and companies.

Websites like Good On You , Done Good and Project Just tell you where a company stands on issues like labor conditions, material sourcing and waste. At Open Secrets , you can look up which campaigns and charities a company has contributed money. It’s worth periodically checking in on companies you like, too, as their efforts can change. Fast fashion brand H&M recently vowed to use 100 percent recycled or sustainable materials by 2030, for example.

Research your investments

You might be investing in companies that don’t align with your values or beliefs and not even know it. If you have a 401(k) at work, or some other type of retirement account, big news: You’re investing!

Most retirement investment portfolios are made up of mutual funds, which are groups of investments in a number of different entities — namely, companies. And it’s pretty easy to find out which companies you’re invested in. If you have a 401(k) at work, for instance, reach out to the department that handles it for help (likely it’s H.R.). Otherwise, check your account online. Navigate to “holdings,” where you’ll see list of funds that make up your portfolio. You should be able to click on the fund to find out more information, including a list of its holdings, or companies that make up the fund.

Unfortunately, if you find a company you don’t want to support, you can’t just remove it from the mutual fund, according to Arianna Savant, former head of product at an impact investing platform.

“Essentially everyone who buys into that mutual fund has to all have the same underlying share,” she said. It’s hard to pick and choose the companies you want to invest in if you have an employer-sponsored retirement plan or invest in mutual funds on your own. Impact investing is a good compromise, however.

While regular investing just focuses on return — how much your investments will grow — impact investing considers the social impact of the companies you support, too. “It’s investing with the aim of making a difference alongside earning a financial return,” Ms. Savant said.

A common misconception with impact investing is that your investments won’t be as valuable over time. “It’s definitely a misconception that in order to invest in a way that social responsibility you have to sacrifice on the returns,” Ms. Savant said. And there’s proof: The Economist recently reported that sustainable funds outperformed the broader market in the U.S. during a major downturn.

Reduce your footprint

The term carbon footprint refers to the amount of greenhouse gas, specifically carbon dioxide, emitted from an activity. If you want to get to the bottom of your own carbon footprint, the E.P.A.’s Carbon Footprint Calculator and The Nature Conservancy Carbon Calculator tell you how much your individual activities and day-to-day habits affect the environment. In general, there are some relatively simple ways to adjust your lifestyle and minimize your footprint.

Travel closer to home : Flying is notoriously bad for the planet . Some travelers have embraced the no-fly movement, or what’s called flygskam (flight shame) in Sweden, which is aiming to be carbon neutral by 2045 . “The no-fly movement is one I, personally, love for both its environmental impact and the accessibility it offers travelers,” said Nikki Vargas, editor-in-chief and co-founder of Unearth Women , a feminist travel publication. “Too often, we focus on big budget trips and counting passport stamps, but the truth is that travel is a privilege not afforded by everyone.”

Find green lodging: “One way that I always try and reduce my own ecological footprint is by shopping locally and organically. Looking for opportunities, such as local markets, gives travelers a way to stimulate local economies while also making their dollars stretch further,” Ms. Vargas said. She also recommended staying in eco-friendly hotels or resorts that are LEED certified — Leadership in Energy and Environmental Design — which is a widely used rating system for assessing green buildings. Similar green hotel programs, like Green Globe Certification , are also worth looking into.

Buy quality when you can: According to the World Resources Institute, polyester production for textiles released about 1.5 trillion pounds of greenhouse gases in 2015. And while organic materials are less destructive, they still contribute to climate change. In general, the problem is increased production and consumption. “We ask our customers to not buy stuff if they don’t really need it,” Mr. Ridgeway, the V.P. at Patagonia, said.

Shop secondhand : Your consumption doesn’t have to create more production. Look for retail products that are built to last a long time or are B-Corp or Fair Trade Certified. Fast fashion brands are indeed more affordable, but you can save money and still avoid creating more waste by shopping secondhand using tools like Poshmark and ThredUp .

Embrace a little minimalism

A 2012 study found no significant difference between green and “brown” consumers, explaining that consumers often offset the benefit of going green by consuming more. “Even when environmental awareness galvanizes green actions, it does not necessarily put a stop to increasing consumption,” the paper said. In other words, conscious consumption isn’t just about being a little greener, but questioning how — and how much — we consume to begin with.

Minimalist movements like the Buy Nothing Project and The Year of Less challenge us to think twice about our shopping habits. Part of the benefit is saving money, but minimalism also encourages us to live less wastefully. Considering the impact of consumer waste on the environment, it’s easy to see why minimalism is having a moment.

“So, for example, if you need to replace something you already own, try to have it repaired first,” Ms. Harreld said. “When shopping, ask yourself if you want or really need something. You’re responsible for all your possessions, so give it a second and really think about just how that thing is going to serve you,” she added. “That pause before making that purchase has saved me so much money.”

One smaller carbon footprint won’t fix climate change, but taking individual action can help compel the entities that have that power. You don’t have to be a perfect consumer; a lot of us just need to be a little better. “I have a vision of what I want the world to look like for my daughter,” Ms. Harreld said. “I do my part when I can.”

Becoming a More Conscious Consumer

Section one.

My perception and feeling toward consumption have changed since I learned that mainstream marketing and production practices negatively impact the environment. I had been purchasing based on how affordable something was, its quality, and whether it was convenient for me. People are more attracted to options that have a positive influence on society in addition to them being environment-friendly (Kemper & Ballantine, 2019). What attracts people is not only environmentally friendly but even positively influences society. Before making any purchases, I have learned to ask myself questions such as, “Will this thing be of significant use to me?” or “What shall become of these resources after I use them?” Therefore, examining the environmental impact of consumer culture has transformed my awareness and sense of responsibility as a consumer, compelling me to align my purchases and any future marketing work with my sustainability values.

I was frankly surprised by some of the facts and statistics I learned about the environmental impacts of mainstream production and marketing systems. It is easy to go through life unaware of what goes on behind the scenes to deliver constant new products to store shelves. However, resource extraction, processing, manufacturing, transportation, and waste have staggering planetary costs. For example, the fashion industry is estimated to contribute up to 10% of global carbon emissions. When one looks at the numbers, the scale of environmental impact from our consumer culture is eye-opening (Kemper & Ballantine, 2019). These facts taught me how daily purchases are linked to larger systems and cycles. Even basic products like t-shirts and bottled drinks connect to energy, water use, chemical pollution, and plastic waste. I feel a responsibility now as a consumer to be informed about the lifecycle of the products I use.

Mainstream marketing has reinforced unsustainable overconsumption by perpetuating the Dominant Social Paradigm, valuing materialism, individualism and economic growth above ecological limits. This short-term, transactional approach fails to address the climate crisis worsening under business-as-usual practices (Kemper & Ballantine, 2019). Marketing must move beyond exploiting consumerism for profit towards a New Ecological Paradigm grounded in stewardship and social justice. This requires seeing customers’ full humanity and potential for positive change rather than revenue sources to tap (Kemper & Ballantine, 2019). Branding can powerfully shape new cultural narratives and sustainable systems when oriented responsibly. Fundamentally, marketing must catalyze a society-wide awakening of the need to radically transform our relationship with consumption (The Marketing Society podcast, n.d.). Restrictive austerity messaging will not inspire a collective shift from the Dominant Social Paradigm. Instead, sustainable marketing must appeal to people’s values and tap into motivations like belonging, self-esteem, and altruism. If oriented strategically, marketing can play a pivotal role in cultural reprogramming away from destructive overconsumption and towards regenerative harmony with nature.

Section Two

A “good’ and sustainable consumer is determined by their intention and subsequent impact on the market. The green gap shows even ethically-minded shoppers frequently do not adhere to the standards. Less is More movements recognize focusing on reduced consumption is imperative, not just buying “greener” items (White et al., 2019). Truly addressing the climate crisis requires collective awakening that our consumerist culture promotes unsustainable overconsumption in pursuit of status and happiness. This demands self-reflection on how we attribute self-worth to material goods. Social marketing and policy nudges can help shift social norms and individual habits towards sustainability. However, change starts with consumers acknowledging overconsumption’s destructiveness, confronting our hypocrisies, and making different choices aligned with ecological and social justice.

Second-hand markets enable sustainable consumption by extending products’ lifespans through reuse and accelerated circulation. Consumers increasingly bond with used goods, seeing sustainability and uniqueness values (Fonseca et al., 2020). However, stigmas around cleanliness persist, particularly for clothing and bedding. Transparent information on an item’s origins provides reassurance (Bohlin, 2019). Responsible consumers also carefully let go of goods to keep them circulating rather than hoarding them (Hur, 2020). However, second-hand markets should supplement reducing overall consumption, not justify ongoing accumulation. Policy, marketing and education must empower consumers to move from intention to impact through convenient, compelling, sustainable options.

The discussions around climate change and marketing have shown me the importance of aligning my purchasing choices with my sustainability and environmental stewardship values. In the past, factors like price, quality, and convenience dominated my decision-making as a consumer (Bălan, 2020). I now feel responsible for advocating with my money by supporting brands and products that reflect my ethics. As a potential future marketer, I must look for innovative ways to make sustainable products appealing and accessible to mainstream consumers. Small changes like reducing plastic packaging or using eco-friendly raw materials can add to real impact when scaled (Wang et al., 2019). Brands that turn sustainability into their competitive edge through product design, customer experience, and company culture have a huge opportunity to transform markets (Tomșa et al., 2021). At the same time, I realize shifting established consumer behaviours and business practices will be an enormous challenge requiring tradeoffs and compromises. People will not choose sustainable options if they involve major sacrifices to cost, comfort, or preferences. Through my purchasing and future professional marketing work, I aim to be part of the solution by enabling and encouraging sustainable choices.

Our discussions highlighted the significant challenges in shifting established consumer behaviours and norms on a mass scale. Even when people are exposed to facts about the environmental impacts of their purchasing choices, convenience, price, and desire often override sustainability considerations. Habits and social conventions take a lot of work to break. This strategy means the burden cannot fall entirely on individual consumers to alter engrained behaviours voluntarily. Systems-level changes will be essential, like policy interventions that incentivize renewable products and processes while disincentivizing wasteful ones (Tunn et al., 2019). Marketers must also make sustainable options the default by creatively integrating environmental principles into business models and product design. At the same time, consumers will only embrace systemic changes if the alternatives seamlessly integrate into their lives (Fonseca et al., 2020). Eco-friendly products must effectively compete on cost, quality, and emotional appeal. True change will likely happen incrementally through policy nudges, marketing innovation, infrastructure development, and shifting social attitudes. However, it begins with consumers and businesses recognizing the need for change and taking small steps in the right direction (Fonseca et al., 2020). From there, momentum can build. I am hopeful that creative thinking can identify solutions that allow sustainability and consumer habits to coexist through systems intrinsically designed for circularity.

Bălan, C., 2020. How does retail engage consumers in sustainable consumption? A systematic literature review.  Sustainability ,  13 (1), p.96.https://www.mdpi.com/2071-1050/13/1/96

Bohlin, A. (2019). It will keep circulating’: loving and letting go of things in Swedish second-hand markets.  Worldwide Waste: Journal of Interdisciplinary Studies ,  2 (1), 3. https://pdfs.semanticscholar.org/ceee/95c8f51f246277d49141d93e8fba68cef97d.pdf

Fonseca, L.M., Domingues, J.P. and Dima, A.M., 2020. Mapping the sustainable development goals relationships.  Sustainability ,  12 (8), p.3359.https://www.mdpi.com/2071-1050/12/8/3359

Hur, E. (2020). Rebirth fashion: Secondhand clothing consumption values and perceived risks.  Journal of Cleaner Production ,  273 , 122951. https://www.sciencedirect.com/science/article/abs/pii/S0959652620329966

Kemper, J. A., & Ballantine, P. W. (2019). What do we mean by sustainability marketing?.  Journal of Marketing Management ,  35 (3-4), 1-73. https://ir.canterbury.ac.nz/server/api/core/bitstreams/77742984-854c-48fc-a895-09bee29d6861/content

The Marketing Society podcast. (n.d.)  Can marketing save the planet podcast – sustainable marketing . https://podcasts.marketingsociety.com/episode/climatecrisis-challengeandopportunity-mikebarry

Tomșa, M.M., Romonți-Maniu, A.I. and Scridon, M.A., 2021. Is sustainable consumption translated into ethical consumer behavior?.  Sustainability ,  13 (6), p.3466.https://www.mdpi.com/2071-1050/13/6/3466

Tunn, V.S., Bocken, N.M., van den Hende, E.A. and Schoormans, J.P., 2019. Business models for sustainable consumption in the circular economy: An expert study.  Journal of cleaner production ,  212 , pp.324-333.https://www.sciencedirect.com/science/article/abs/pii/S095965261833693X

Wang, C., Ghadimi, P., Lim, M.K. and Tseng, M.L., 2019. A literature review of sustainable consumption and production: A comparative analysis in developed and developing economies.  Journal of cleaner production ,  206 , pp.741-754.https://www.sciencedirect.com/science/article/abs/pii/S0959652618329019

White, K., Hardisty, D. J., & Habib, R. (2019). The elusive green consumer.  Harvard Business Review ,  11 (1), 124-133. https://anjala.faculty.unlv.edu/CB/Fall%202021/8%20HBR%20Green%20consumers%202019.pdf

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I Shop Therefore I Am: The First Law of Consumer Behaviour

Peter Prevos | 30 April 2018 Last Updated | 10 July 2020 1487 words | 7 minutes

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Think about the last time you purchased a magazine. Did you perform a rational hedonistic calculus and compared the benefits of spending fifteen dollars on New Philosopher magazine, a lunch, or deposit the money into your savings account? Almost certainly, your choice to purchase New Philosopher was not based on a rational process where you compared the various options, but the result of rationality bounded by your psychology and social background. Perhaps you bought this magazine to casually place it on your coffee table to cultivate your public persona? The fact that you are reading this article suggests that your interest in philosophy is perhaps a bit more sincere than merely a means to impress your friends.

The reasons we buy stuff are complicated and are in most cases not the result of a rational decision process. Marketers and anthropologists understand that we don't purchase things for what they do for us but for what they mean to us. All purchases have a practical as well as a symbolic motivation. Your car is more than a hunk of metal that takes you to work and back. Clothes are more than a protective layer to compensate for our lack of body hair. The car we drive and the clothes we wear express our social identity, more saliently, they communicate the type of person we would like to be. Even consciously not caring about brands is effectively a sign of our personal preferences to the outside world.

Erving Goffman explained our purchase behaviour through a theatrical metaphor. He argued that our social interactions are guided by the roles we play in public life. To achieve the desired effect on others, we use a script through the actions we take and the language we speak. Our purchase behaviour sets the mise en scène for the performances that form the backbone of our public life. We purchase products to create the backdrop to our lives and to use them as props. This pattern is not unique to contemporary affluent societies but can also be found throughout histories and cultures.

The industrial revolution was a turning point in this behaviour. Our innate desire to own things to construct our ideal self, combined with our recently acquired unparalleled wealth has created a situation where environmental and social values are at risk. This growth has been driven by the science of marketing, which has developed profound insights and rhetorical methods to maximise sales.

First Law of Consumer Behaviour

Marketers have a deep understanding of our motivations to purchase the things we need and want. The ethical position in this debate often revolves around the notion that we don't need to buy the things we do, we merely want them. This statement presumes that we need a rational motivation for each purchase we make.

To understand how marketers think we have to reposition the concepts of needs and wants. When a child tells his mother that she needs a mobile phone, the swift response will often be: "You don't need a phone, you just want one". The common sense view of needs and wants assumes a normative hierarchy between the two concepts. A need is interpreted as a sine qua non, something without which your life would not be possible. A want is considered to be solely motivated by desire and contingent to living our lives. The parent faced with the choice to purchase a mobile phone for her child will more often than not rationalise her decision by justifying the want as a need. A phone becomes a need because parents interpret the device as a way to keep their child safe.

This perspective on needs and wants is problematic because the distinction between the two is highly dependent on personal interpretations to distinguish between something we need versus something we want. In the extreme, all we need to survive is air, water and food. We can extend this list by referring to the Universal Declaration of Human Rights, which guarantees access to food, clothing, housing and medical care. But where can we draw the line between needs and wants?

Marketers have a different concept of needs and wants which is not based on a normative hierarchy but anchored in psychology. A need is a state of felt deprivation, and a want is a need that can be satisfied with a purchase. Maslow's hierarchy of needs helps to explain this idea. Maslow stated that our needs not only include physiological needs and safety. The hierarchy of needs also recognises that we need social belonging, self-esteem and self-actualisation. Material culture plays an essential role in achieving all of these needs. My laptop satisfies several of my needs. Writing this essay is a way to actualise my inner self. My computer also fulfils an element of self-esteem through its high-end specifications and social belonging through my membership of online communities and communicating with distant friends.

These insights into our purchase behaviour help marketers to increase the likelihood that people buy their market offerings. Our purchase behaviour is unpredictable at an individual level but governed by patterns at a collective level.

The real self, plus a product equals your perceived self

The first law of consumer behaviour states is that your real self, plus a product equals your perceived self. A magazine advertisement by fashion brand Swish Jeans humorously visualised this idea in 1996. The ad shows an image of an elderly lady, a plus sign, a pair of jeans, an equals sign, followed by fashion model Eva Herzigová. This add explicitly states the hidden message embedded in most advertising.

This principle permeates the majority of advertising and sales campaigns. Even promotion of unfashionable products such as toilet paper deploys images of harmonious families in immaculate houses. Advertising aims to create a Pavlovian association between the products they sell and the imagery of a perfect life.

We can rework this equation from a business perspective: the perceived self minus the real self, equals entrepreneurial opportunity. What this means in practice is that marketers can improve opportunities to sell products by increasing the promise of the perceived self. More controversially, advertising can also decrease perceptions of the real self to widen the gap between reality and our desired state of being.

Since the dawn of philosophy, thinkers have advocated that we should detach ourselves from the material world. In the European tradition, Socrates wandered through the Agora, telling his fellow Athenians that the search for wisdom is more important than material wealth. At the other bookend of the timeline of philosophy, we find the sharp critique of the Frankfurt School. Herbert Marcuse explicitly accused marketing of being the driving force of wasteful consumerism and the progenitor of false needs.

Marcuse seems to adhere to the common sense view of needs and wants, with its problematic and subjective differentiation between what is needed and what is merely desired. Removing the normative difference between needs and wants is enlightening because it better explains why we purchase products. That this explanation is valid is proven by the success of marketing, which applies this theoretical insight to maximise sales.

Removing the normative difference between needs and wants has significant ethical implications. It is not hard to see how this primary marketing mechanism can lead to unethical behaviour by marketers. Fashion advertising often portrays the unattainable ideals of female bodies, lowering the self-image of vulnerable women. These strategies have even been identified as contributing causes to eating disorders. The ongoing need to generate revenue results in a barrage of new products and advertising, which can lead to a level of consumption that damages the natural environment.

Promoting goods for sale is as old as commercial activity itself. The advent of marketing science has given salespeople profound insights into human behaviour. It could be argued that with the advent of social media, marketers know more about human behaviour than social scientists merely because they have unparalleled access to intimate details about our thoughts and behaviours. Contemporary marketing is much more sophisticated than anything ever seen in the history of humanity. Firms deploy advanced rhetorical strategies, supported by scientific research, that exploit our bounded rationality to maximise sales.

Many philosophers appeal to our inner self and call for detachment of the material in favour of the inner life. These philosophers ignore the significance of material possessions to our everyday lives. Their lofty ideals have little influence on our inherent need to purchase stuff to enact our social roles and construct our public persona.

This insight into the first law of consumer behaviour does not negate the ethical responsibility of marketers to protect vulnerable customers and prevent harm to the environment. With great power comes great responsibility, but the enormous forces of economic interest more often than not drown these ethical concerns.

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Essays on Consumerism

If you're looking for a cool topic for your next essay, consider diving into the world of consumerism. It's a super relevant and interesting topic that affects all of us in one way or another. Plus, there are so many different angles to explore, making it a great choice for your next writing assignment.

When it comes to choosing a topic for your consumerism essay, think about what aspect of consumerism interests you the most. Are you passionate about the environmental impact of consumerism? Or maybe you want to explore the psychological effects of consumer culture on individuals? Once you've got a topic in mind, you can start brainstorming ideas and doing some research to narrow it down.

If you're thinking about writing an argumentative essay on consumerism, consider topics like "The impact of consumerism on the environment" or "The role of advertising in promoting consumerism." For a cause and effect essay, you could explore topics such as "The effects of consumerism on mental health" or "The causes and consequences of overconsumption."

If you're more into sharing your opinions, an opinion essay on consumerism might be the way to go. You could write about "The pros and cons of consumer culture" or "My personal experience with consumerism." And if you're all about sharing information, an informative essay on consumerism could cover topics like "The history of consumerism" or "How consumerism shapes society."

Now, let's take a look at an example of a consumerism essay. For a thesis statement, you could go with something like "Consumerism has a significant impact on our environment and our mental well-being." In your , you might want to start with a thought-provoking quote or a shocking statistic to grab your reader's attention. And in your , you can summarize your main points and leave your reader with something to think about, like a call to action or a question to ponder.

So, there you have it - a quick guide to writing an awesome essay on consumerism. Have fun exploring this fascinating topic and happy writing!

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Consumption and Consumer Society

The Craft Consumer and Other Essays

• Colin Campbell 0

University of York, York, UK

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• Written by a pioneer in the field
• Enables readers to understand the evolution of consumption over the last 30 years
• Covers the author's latest reflections on eco-sustainability, needs and desires, and post covid consumption.

Part of the book series: Consumption and Public Life (CUCO)

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Table of contents (11 chapters)

Front matter, introduction.

Colin Campbell

The Desire for the New: Its Nature and Social Location as Presented in Theories of Fashion and Modern Consumerism

Consuming goods and the good of consuming, conspicuous confusion a critique of veblen’s theory of conspicuous consumption, the meaning of objects and the meaning of actions: a critical note on the sociology of consumption and theories of clothing, shopping, pleasure and the sex war, consumption and the rhetorics of need and want, i shop therefore i know that i am: the metaphysical basis of modern consumerism, the craft consumer: culture, craft and consumption in a postmodern society, the curse of the new: how the accelerating pursuit of the new is driving hyper-consumption, a matter of necessity: reflections on need and want in a time of lockdown, back matter.

• modern consumerism
• conspicuous consumption
• consumption during COVID-19
• pandemics and consumption

Colin Campbell is Emeritus Professor of Sociology at the University of York, UK. He is the author of a dozen books and over one hundred articles dealing with issues in the sociology of religion, consumerism, cultural change, and sociological theory. He is probably best-known as the author of The Romantic Ethic and the Spirit of Modern Consumerism (Macmillan 1987, Palgrave Macmillan 2018), although he is also known for his work in the sociology of religion (see Toward A Sociology of Irreligion , Macmillan 1971) and cultural change (The Easternization of the West, Paradigm Publishers, 2007) and social theory (see The Myth of Social Action , CUP, 1996. His latest work is Has Sociology Progressed? (Palgrave Pivot, 2019).

Book Title : Consumption and Consumer Society

Book Subtitle : The Craft Consumer and Other Essays

Authors : Colin Campbell

Series Title : Consumption and Public Life

DOI : https://doi.org/10.1007/978-3-030-83681-8

Publisher : Palgrave Macmillan Cham

eBook Packages : Social Sciences , Social Sciences (R0)

Copyright Information : The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021

Hardcover ISBN : 978-3-030-83680-1 Published: 16 November 2021

Softcover ISBN : 978-3-030-83683-2 Published: 17 November 2022

eBook ISBN : 978-3-030-83681-8 Published: 15 November 2021

Series ISSN : 2947-8227

Series E-ISSN : 2947-8235

Edition Number : 1

Number of Pages : VIII, 237

Number of Illustrations : 1 b/w illustrations

Topics : Sociology of Culture , Consumer Behavior , Cultural Studies , Sociological Theory

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Consumer Culture: Impact of Capitalism Essay

Introduction.

The selected interviewee was someone who grew up in Canada during the Cold War era. During this post-Second World War period, numerous consumer behaviors and economic growth patterns would be witnessed in different parts of the world. The respondent was able to experience most of the changes and technological breakthroughs recorded at the time. From the exercise, it was possible to acquire various ideas and insights regarding the theme of consumer culture. The completed interviewee has identified consumer culture as a strong force of the late 20th century that was driven by the ongoing wave of capitalism.

Consumer Culture

The completed interview has revealed that most of the people who grew up in different parts of Canada from the 1950s witnessed a new form of consumer culture. Higgs (2021) observed that such a trend was supported by the wave of capitalism that existed at the time. The individual indicated that their family members and neighbours were keen to purchase a wide range of items intended to improve their life experiences. Some of them included television sets, new clothes with trendy designs, necklaces, shoes, and watches (Wailoo, 2021). The interviewee revealed that the country had witnessed an increasing number of factories and industries that produced a wide range of products. The wave of mechanization became more pronounced than ever before as more companies and entrepreneurs focused on the best strategies to maximize their profits.

The exercise indicated that some of the people would identify and buy various items that were not necessary. A unique tradition of opulence became a common feature during the period. This reality meant that majority of the citizens were no longer concerned about basic needs, including shelter and food (Higgs, 2021). This new development would match Herbet Marcuse’s observation that “people recognized themselves in their commodities” (Higgs, 2021, p. 18). The demand for unnecessary products, such as cars and modern buildings, was an outstanding observation from the respondent. Most of the children at the time wanted some of the best toys and processed foods than ever before. With capitalism being able to support the financial needs of most of the people, consumer culture would take a unique twist that had not been experienced before. The problematic issue of opulence and unnecessary show of wealth would become a reality.

The development of the outlined trends compelled more people to consider how they could satisfy their ever-changing needs. Those involved in production continued to focus on the available resources and exploit them without thinking of some of the negative implications on the natural environment. This aspect could explain why the level of consumption in western countries had doubled from the 1950 to the 1990s (Higgs, 2021). During the time, more consumers and manufacturers remained unaware of the dangers of the recorded level of greed. Most of the stakeholders were ignorance or unaware of the changing global climate and how it would affect the planet. Despite the identified concerns, the global community continued to consume due to the effectiveness of the prevailing conditions.

With the recorded forms of consumption, the investigation revealed that most of the families understood the problematic nature of wastes, both at the municipal and domestic settings. However, the absence of a coordinated model in the 1970s for managing waste materials affected the integrity of the environment. Most of the households would create their composite pits for disposing various materials while burning plastic containers. During the period, polythene papers and carrier bags were a common feature in most of the societies. The users of such materials were unaware of their possible impacts on the environment (Higgs, 2021). Companies would consider most of the available resources and produce consumer goods and items using the most affordable strategies. For example, the respondent indicated that some factories were relying on wood for furniture without considering how the trend could damage forests.

Role of Advertisements

The period under investigation presents unique insights and developments that could shed more light about the factors that supported the experienced consumer culture. For instance, the elderly respondent revealed that the world had witnessed the invention of the television, a revolutionary piece of technology that would transform human behaviors forever. From the 1980s, most of the families were able to acquire a television set at an affordable price. The global community was able to share information and ideas irrespective of the diverse cultural values and practices (Higgs, 2021). The interviewee observed that most of the items and clothes purchased during the time were informed by the fashion trends and behaviors observed from different cultures. For example, Canadians would follow American channels or stations in an effort to borrow new ideas about fashion, cuisine, lifestyle, and education.

During the same period, advertisements became the norm in the country and across the globe. The increasing number of radio stations and television channels made it possible for marketers to identify more potential customers and inform them about the available products. The emergence of shopping malls and more organized retail outlets made it possible for customers to identify and purchase a wide range of items. The respondent identified the improving nature of logistical operations as one of the developments that continued to sustain and support the experienced consumer culture (Life story interview). In most of the advertisements, the audience would not be informed about the processes involved in their production and some of the recorded challenges (Scanlon, 2020). The questions of reusing or recycling were ignored in the manner in which individuals acquired and consumed most of their products. Many people were free to dispose their wastes in the most appropriate or convenient manner.

With these developments, small children, teenagers, and adults became more involved and willing to visit a wide range of stores to identify and acquire the much-needed products. Processed foods would become common than ever before, thereby compelling more people to change their diets. These changes would be characterized by the increasing level of urbanization in different parts of the world (Scanlon, 2020). More television and radio stations emerged towards the end of the 20th century, a trend that would take consumer culture to the next level. Without accompanying lessons on waste disposal and environmental conservation, it was impossible for more citizens to focus on the question of posterity.

The completed interview could shed more light about the nature of capitalism. The original idea behind this economic model was to continue producing without focusing on some of the dangers that could emerge. The subsequent culture continued to maintain its momentum by “molding the ordinary person into a consumer with an unquenchable thirst for wonderful stuff” (Higgs, 2021, p. 19). The nature of these behaviors could explain the problems of environmental degradation and climate change facing humanity today.

The completed interview has identified consumer culture as an outstanding concept that describes his early years in Canada. The wave of capitalism encouraged more people to purchase goods and services that would not be described as basic needs. The increasing number of television sets and radio stations took advertisements to the next level while ignoring the dangers of wastes and subsequent environmental degradation. Such challenges explain why the global community continues to face unprecedented challenges that might affect human posterity.

Higgs, K. (2021). A brief history of consumer culture. The MIT Press Reader. pp. 1-21. Last Name, N. (2022). The Interview.

Scanlon, J. (2020). I am what I make up: Reading women’s roles in advertising across a century. Advertising & Society Quarterly, 21 (1).

Wailoo, K. (2021). Pushing cool: Big tobacco, racial marketing, and the untold story of the menthol cigarette. The Chicago, IL: University of Chicago Press.

Brief Interviewee Bio

The selected respondent for this exercise was an elderly Canadian aged 70 years. He grew up in Ontario, Canada, where he had an opportunity to witness a unique form of consumer culture throughout the second half of the 20th century. His family has a total of five children, both parents, and an aging grandmother.

Question Guide

Please respond to these questions briefly:

• What is your name, year of birth, location, and family size?
• How was your consumer culture during your early years as a youth?
• What issues influenced such a culture, such as play, expectations, shopping needs, trends, and people’s income levels?
• What do you remember about the consumer practices of your neighbors?
• What was the nature of adverts at the time, common outlets, and widely promoted products?
• What media outlets did marketers prefer and how was the interaction with the intended customers?
• Could you have been involved in retailing practices? If yes, shed more light.
• Where did you purchase items and the related shopping experiences?
• How was disposal and the concept of waste treated at the time?
• What is your interpretation and interpretation of the production or source of most of the items?

Thank you for your responses!

Sketch Notes

• Most of the respondent’s ideas and observations captures most of the events recorded during this period: 1960 to 2000
• Specifically, the interviewee sheds light on consumer culture
• He manages to describe the problematic issue of waste disposal
• He tries to relate his responses to the forces of capitalism
• He remembers the nature of adverts, the role of television and radio, and their subsequent impacts on consumer culture
• The challenges of climate change could be connected to the respondent’s observations
• Chicago (A-D)
• Chicago (N-B)

IvyPanda. (2024, April 23). Consumer Culture: Impact of Capitalism. https://ivypanda.com/essays/consumer-culture-impact-of-capitalism/

"Consumer Culture: Impact of Capitalism." IvyPanda , 23 Apr. 2024, ivypanda.com/essays/consumer-culture-impact-of-capitalism/.

IvyPanda . (2024) 'Consumer Culture: Impact of Capitalism'. 23 April.

IvyPanda . 2024. "Consumer Culture: Impact of Capitalism." April 23, 2024. https://ivypanda.com/essays/consumer-culture-impact-of-capitalism/.

1. IvyPanda . "Consumer Culture: Impact of Capitalism." April 23, 2024. https://ivypanda.com/essays/consumer-culture-impact-of-capitalism/.

Bibliography

IvyPanda . "Consumer Culture: Impact of Capitalism." April 23, 2024. https://ivypanda.com/essays/consumer-culture-impact-of-capitalism/.

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How to Become a Responsible Consumer

• Self-development

In the name of the upcoming Earth Day, let us rethink our own sustainability practices by committing to live more consciously and mindfully.

In this article, we’ll guide you through some of the basic principles of sustainable thinking and briefly remind you of some of the most important sustainability practices you can implement in your everyday life.

Things to Consider Before You Shop

What do you do to rationalize your shopping process? Do you undertake certain steps to prevent yourself from unnecessary, impulsive purchases? Also, how do you evaluate whether the product is the right one to buy?

To mark the Earth Day, we decided to sum up a couple of questions and steps you can take to make sure you’re making smarter and more sustainable purchasing decisions.

1. Do You Really Need That?

Mass production is our century’s middle name. Clothes, food, tech, furniture, accessories, plastic, plastic, plastic. The mass production of stuff and the proliferation of marketing makes us feel overwhelmed and stimulates the fear of missing out when we don’t purchase new goods.

This is how mass production and over consumption may create fictional needs that are difficult to distinguish from true needs.

That’s why we invite you to think twice the next time you’re about to purchase something new: do you really need that, or is shopping a substitute for something else?

2. If You Do Need It, How Much?

The desire to have an endless number of (purchasing) options is so inherently human, as it gives us a sense of control over our circumstances, so we often try to resist any kind of constraints on this kind of freedom. Why only have one pair of sunglasses, when we can have two, three, or four all slightly different in color or shape?

This is what Fred Hirsch , an established American scholar, calls the tyranny of small choices – saying yes to more options at all times, only to become overwhelmed by the number of options, along with not really needing most of the chosen options.

Also, is purchasing 5 plastic toothbrushes that you’ll have to throw away at some point for $10 truly a more affordable choice than getting two wooden ones for $8 that will serve you longer, are healthier to use, and are biodegradable?

Higher quantity doesn’t necessarily (if ever) mean a better deal. It’s the quality that counts.

3. Postpone the Purchase Decision & Use Wish Lists

In this sea of choices, we might easily fall into the unnecessary purchase trap. The sea of choices, the expiring discount deals, and weekly flash sales all create this atmosphere of pressure and anxiety. To combat this unpleasant state of being, we recommend postponing your shopping decision.

The best way to do this is to make “wish lists”. In our experience, at least 70% of what ends up on the wishlist gets deleted as unnecessary. Sometimes when you let the ideas and new information sink in for a bit, you start rethinking your choices and eliminate what isn’t necessary.

4. Become a Responsible Shopper

If your intent to purchase has already passed the first couple of filters and you’re still eager to get a new thing, now is the perfect time to reconsider your sustainability practice as a shopper, and evaluate whether it needs improvements.

Is this product made of recyclable and ethically sourced materials?

If this product breaks, will I be able to reuse it, or do I need to throw it in the trash completely?

Even if the product isn’t reusable, have I done everything in my power to discover whether there are some alternatives?

Why We Need Responsible Shopping Habits?

Everything we purchase–food, clothes, stationery, and other everyday objects–creates a massive carbon footprint. You may think that “organic waste simply dissolves,” but that’s not quite true either. Growing, farming, processing, transporting, storing, preparing, and disposing of the food we eat produces enormous amounts of carbon emissions .

The textile industry is another major polluter, not only in terms of the environment : mass production brands are some of the greatest human labor exploiters currently operating on the global market.

The textile and food industries are just some of the most prominent examples of unsustainable mass industries, however, the same principle applies to nearly all types of products. You don’t have to get an electric car if you can’t afford one, but you can get a car that uses bio-diesel, or opt for a hybrid option. Also, by checking the declaration on each brand’s product, you can discover more about the materials used for production.

For example, here, at Intelligent Change , we are committed to selling only plastic-free products and packaging, sourcing natural and 100% recycled and biodegradable materials.

Luckily, as consumers are becoming more and more aware of the consequences of mass production and consumerism, they are increasingly motivated to put their money where their beliefs are, which in turn is changing the industry for the better. In practice, that means that a lot of brands in a variety of industries are committing to sustainability, ethical sourcing, ethical wages, and a plethora of other policies that are more mindful of the environment. That, in turn, gives you even more options as a consumer.

To help you evaluate your sustainable shopping practice, we’ve created this responsible shopper’s checklist . Is there anything from this list you haven’t been practicing so far that you could add to your sustainability practice?

Responsible Shopper’s Checklist

• Choose local food retailers over supermarkets and farm-to-table restaurants to reduce food miles and support the local economy.
• Choose ethical fashion brands that pay their workers fairly.
• Read each brand’s declaration closely before opting for purchase to discover which brands are more environmentally friendly than others.
• Invest in pre-owned clothes instead of purchasing new mass-produced pieces.

Wrapping It Up

Changing our habits can be challenging. However, living more sustainably isn’t just a “goodwill” act. It is a change in mindset, habits, and lifestyle which requires hard work and self-awareness.

This planet is the only home we have, so let’s stand in solidarity and do everything in our power to preserve it.

For further information about daily sustainability practice, take a look at our daily sustainability guide.

Essay on Consumer Rights

Students are often asked to write an essay on Consumer Rights in their schools and colleges. And if you’re also looking for the same, we have created 100-word, 250-word, and 500-word essays on the topic.

Let’s take a look…

100 Words Essay on Consumer Rights

Introduction to consumer rights.

Consumer rights are the basic rights given to every person who buys goods and services. They are important for fair trade and honesty in the market. These rights protect consumers from being cheated or treated unfairly by businesses.

Types of Consumer Rights

There are several types of consumer rights. Some of them are the right to safety, the right to be informed, the right to choose, and the right to be heard. These rights help consumers make safe and informed decisions about what they buy.

Importance of Consumer Rights

Consumer rights are important for a fair and honest market. They protect consumers from harmful products, false advertising, and unfair prices. They also ensure that consumers have a voice in the market and can make informed choices.

Consumer Rights Protection

There are laws and organizations that protect consumer rights. They make sure businesses follow the rules and treat consumers fairly. If a business breaks these rules, it can be punished. Consumers can also complain if they feel their rights have been violated.

In conclusion, consumer rights are a key part of a fair and honest market. They protect consumers and help them make informed choices. It’s important for everyone to know their consumer rights and how to use them.

Also check:

• Paragraph on Consumer Rights

250 Words Essay on Consumer Rights

Understanding consumer rights.

Consumer rights are rules made by governments to protect people who buy goods and services. These rights make sure that consumers are treated fairly and not cheated by businesses.

The Importance of Consumer Rights

Consumer rights are important for several reasons. Firstly, they ensure that consumers get what they pay for. If a product or service is not as described, consumers have the right to a refund, replacement or repair. Secondly, consumer rights protect people from dangerous products. If a product is unsafe, it can be taken off the market to protect consumers.

There are several types of consumer rights. The right to safety means that products should not harm consumers. The right to be informed means that businesses should give consumers clear and truthful information about products. The right to choose means that consumers should have a choice of products at fair prices. The right to be heard means that consumers should have a say in how products are made and sold.

Protecting Your Consumer Rights

To protect your consumer rights, it’s important to know them. If you feel your rights have been violated, you can complain to the business, contact a consumer protection agency, or take legal action. By understanding and standing up for your rights, you can help ensure that businesses treat all consumers fairly.

In conclusion, consumer rights are a vital part of modern life. They protect consumers, ensure fair trade, and help maintain trust between businesses and the people who buy their products or services.

500 Words Essay on Consumer Rights

Consumer rights are protections given to buyers of goods and services against unfair practices of sellers. They are laws and rules that make sure that consumers get fair treatment. It is important for everyone to understand these rights to protect themselves from being taken advantage of.

There are eight basic consumer rights. The first one is the right to satisfaction of basic needs. This means that everyone should have access to basic, necessary goods and services like food, clothing, and shelter.

The second right is the right to safety. Products sold must not harm the health or life of the consumers. For example, toys for children should not have small parts that they can swallow.

The third right is the right to be informed. Sellers must give complete and correct information about the products they sell. This includes things like ingredients, instructions for use, and warnings about possible dangers.

The fourth right is the right to choose. Consumers should have a variety of products to pick from, and they should not be forced into buying something they do not want.

The fifth right is the right to be heard. If consumers have a problem with a product, they should be able to complain and have their complaints listened to.

The sixth right is the right to redress. This means that if a product is not good or if it causes harm, the consumer has the right to get their money back, get the product replaced, or get compensation for any harm caused.

The seventh right is the right to consumer education. This means that consumers should be taught about their rights and responsibilities.

The last right is the right to a healthy environment. This means that the production, use, and disposal of products should not harm the world we live in.

Consumer rights are important for many reasons. They protect consumers from being cheated or treated unfairly. They also make sure that products are safe to use. Without these rights, sellers might sell dangerous or poor-quality products without any consequences.

In conclusion, consumer rights are a crucial part of our daily lives. They ensure that we, as consumers, are treated fairly and are protected from harmful products. Knowing our rights can help us make better choices and can protect us from being taken advantage of. It’s important for everyone, including school students, to understand and exercise these rights.

That’s it! I hope the essay helped you.

If you’re looking for more, here are essays on other interesting topics:

• Essay on Consumer Culture
• Essay on Conservation Of Animals
• Essay on Conformity And Individuality

Apart from these, you can look at all the essays by clicking here .

Happy studying!

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• Essay Database >
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• Essay on Business

Consumer Behaviour Diary Essay

Type of paper: Essay

Topic: Business , Literature , Products , Customers , Friendship , Internet , Marketing , Money

Words: 1900

Published: 11/27/2019

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EXECUTIVE SUMMARY

In this report, the consumer spending diary of the author will be recounted in detail. Over the course of several weeks, the author was asked to record all spending that was not a daily staple, as well as the reasons why these purchases were made. Following the diary, an overall analysis of the spending behaviour is provided, with aspects of cognitive and behavioural theories of consumer behaviour weighed against the author’s recorded spending habits. These are used to determine the level to which marketing and advertising play a part in these spending decisions.

1. INTRODUCTION

This consumer behaviour diary dictates my major purchasing behaviours for weeks 2-6 of this course – in this diary, I will detail my purchases that are not normal parts of my daily routine (food, drink) or necessities purchased because I absolutely needed them (medicines, etc.). The consumer behaviours that inspired me to take these actions will also be examined, and I will look at the alternatives I had available to me, critically reflecting on the marketing influences that influenced my selection.

2. DIARY OF CONSUMER BEHAVIOUR

MONDAY – purchased hardcover edition of ‘Robopocalypse’ at Barnes & Noble. I purchased this because I am a fan of science fiction novels, and I had read a favorable review of it on the blog io9.com. It appealed to my love of the genre, and I was looking to buy a new book. While I could have purchased any other science fiction book, my reading of the review of Robopocalypse made me specifically interested in that particular book.

THURSDAY – purchased six-pack of Samuel Adams bottled beer at a Jewel. This is a regular bi-weekly purchase for me; I often spend time with friends at my residence on this night, and we will share the beer and talk. We all prefer this kind of beer, due to the taste. We have also seen Sam Adams commercials and billboards in the past, which led to our initial exposure and drive to try the beer. As a result, it is now a regular purchase, though not a daily staple.

SUNDAY – Purchased Norton anti-virus software online through their website. I was allowed a 30-day free trial through their website a month prior, and so it was time to go through with the purchase. I needed a consistent, regular antivirus software, and I was familiar with how Norton’s worked due to the free trial they gave me. This led me to avoid looking at alternatives, and stick with what was familiar.

FRIDAY – Went clothes shopping at Gap; purchased $75 worth of clothing, including a pair of brand jeans and a hooded sweatshirt. I purchased these because I found them to be in my taste and price range; they were on clearance, and I felt good trying them on. There were other alternatives for clothing, but my individual taste did not draw me to them, and I was looking for affordable clothing within the clearance section. I do not purchase clothes regularly; it is often a trip taken once every two to three months.

WEDNESDAY – ordered the Xbox 360 game ‘Bioshock’ used at a local used game store. I had heard of the game years ago when it had first been released, but held off on purchasing it due to its $50 price tag. Also, I did not have a gaming system at the time. In recent weeks, I purchased an Xbox 360, and have been slowly purchasing games as I complete them; I had heard on various websites and through word of mouth that this game was supposed to be good. It was a very good deal, purchasing the game for $9, by virtue of the fact that it was so old, and they had so many copies.

THURSDAY – purchased six-pack of Samuel Adams bottled beer at a Jewel, as per my normal pattern.

FRIDAY – Purchased new tennis shoes at a local shoe store. I needed new footwear to supplement my running gear, as my old shoes were becoming worn. I had received a mailer along with my Sunday newspaper that told of a blowout sale happening this weekend, and so I made it a point to attend that sale. Other alternatives to these shoes would not have been on sale, and I wanted to take advantage of the promotion I was told about through the newspaper.

TUESDAY – Bought ‘X-Men: First Class on Blu-Ray from Amazon.com. I had seen it in theatres, and I enjoyed it; I thought it was an aesthetically pleasing movie, and so I wanted to have it in high-definition. The decision to purchase it at Amazon.com came from an email it gave me tracking my past purchases, and reminding me that I would be interested in this Blu-ray, which was coming out that day. I took its advice and purchased the disk.

FRIDAY – purchased a George Foreman Grill at a local department store. I felt the need to have a fast, economical way to celebrate the end of summer, as I do not have a normal grill. George Foreman Grills were well known to me through the infomercials that run early in the morning, as well as the recommendations of friends. There are no well-branded or well known alternatives that come to mind, and so I associate “affordable, compact nonstick electric grill” with “Foreman Grill” in my mind. Luckily, due to the season and a rollback sale at the department store I went to, the grill was only $15, making it within my price range. I did not know about the sale beforehand; I purchased it upon seeing the sale, already at the store for the purchase of food and other daily staples.

3. OVERALL SPENDING BEHAVIOURS

On average, I purchased 2-3 luxury items each week that fell outside of my daily staples. My budget is small, so my preferences are often to purchase one or two luxury items instead of a range of smaller, less valuable items. In terms of my exposure to media, I am most often actively cognizant of ads that are contained within websites, especially ones I frequent (such as Facebook and blogs like io9.com). I use the Internet quite a bit, leading me to find deals on websites like Amazon and Barnes and Noble and rely on them to dictate my purchases. I pick and choose trusted sources (favorite reviewers, friends and family) as my chief recommendations. I will often choose items that my friends have already formed associations with (e.g. Sam Adams beer) in order to fit in or provide something that can be commonly enjoyed in a social setting.

Mass communication is one primary source for my information on consumer products – the Internet, billboards and written literature on a product will often influence my purchasing decisions. Trailers and banner ads on websites attracted me initially to ‘X-Men First Class’ in the theatre, leading to my decision to buy the Blu-ray. Commercials and ads for Gap and the Foreman Grill made me aware of their products, making them a top choice when I needed clothes and cooking equipment.

Cognitive behaviours

Cognitive consumer behaviours often deal with a consumer’s response to information and their ability to understand what is being told to them. The ways in which cognition is used to effectively sell a product include making the consumer understand that their product matches their needs. This is conveyed through information, which the consumer learns and uses to differentiate the product from its competitors. By recalling this information and the differentiation, the consumer will remember what brand or product they decided they wanted to get (Wells et al., 2011).

Cognition is definitely a factor in my purchasing and consumer behaviour; I often feel the need for a specific kind of entertainment, and so I take the information that I have gained from other sources of advertising and marketing to make the choice of one game over another (hence why I picked Bioshock over another type of game). The features inherent in the George Foreman Grill (its compact nature, alleged healthiness of grilling) were what drew me to it instead of purchasing a standard grill. My choice of beers when hanging out with friends comes from conditioned learning, as the repetition of the ritual leads me to associate these outings with Sam Adams beer.

Behavioural consumerism

Behavioural consumer behaviours stem from an action-oriented way to make people want to buy things. Often, when marketing a product, advertisers will offer a product for trial, to allow consumers to try it risk-free and open them up to the possibility of buying it. Putting it on sale or facilitating an easy purchase will make it easier for someone to want to buy it. Remaining in contact with the customer maintains a strong form of continuity and makes them feel cared for as a customer. Undesirable behaviours, like moving on to a new product, are painted as a bad thing to do, thus discouraging them from doing so (Wells et al., 2011).

My spending habits are often fueled by behavioural responses; lowering the price of something, like in Amazon Deals of the Day or when it is used at GameStop or on clearance at Gap, makes it easy to buy these things. I was allowed the free trial of the antivirus software, leading me to try it and decide I liked it. I knew how it worked, and so I would go forward with the purchase. Other factors that influenced my decision making was source credibility bias – in the case of Sam Adams, I had it on good authority that my friends liked the beer, and so I was more inclined to try it. After that, I became loyal to that brand. This loyalty extends to other choices, like the decision to buy the film I had seen in theatres and liked; therefore, I wanted to watch it again.

4. CONCLUSION

In conclusion, the consumer behavior I showcased over the preceding weeks covered in the diary demonstrated very clear patterns in what influences my spending. My first priority is often to save, and so promotions and the like will speak clearly to me – my consumer behaviour will typically be based first around what I can afford, and how I can get something for less money. Within that scope of options, I will then pick when I have seen in advertisements, what has been recommended to me by friends, and many other factors. Given the greater recognition of what compels me to purchase things, I will be much more aware of what I buy and the reasons why I am doing so.

Wells, Spence-Stone, Crawford, Moriarty & Mitchell. (2011). Advertising: Principles and Practice, 2nd ed; Pearson Education Australia, Frenchs Forest.

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The Non-Consumer Advocate

• What Will Katy Buy New?
• July Food Stamp Challenge

Non-Consumer Photo Essay — A #CheapAF Day

by Katy on November 27, 2023 · 37 comments

It’s time for another Non-Consumer Photo Essay, this time shining a light on a particularly frugal/#cheapaf day.

I’ll never stop appreciating trader joe’s 19¢ bananas. the perfect combination of healthy, cheap and yummy. keep in mind, this location is a pretty close to the house and on my way to other errands, so i don’t feel that it’s a waste of my time and energy to stop in for nothing but bananas..

New Seasons had five-pound bags of flour for 99¢ piece, so I stopped by to pick up four bags before the sale ended. This is in addition to two bags that I carried home yesterday. This store is two short blocks from the house, so it’s no big deal to stop for this single grocery item.

I brought my foraged Goodwill store credit to the mother ship so I could check on its validity. Spoiler/not a spoiler — it did contain the full $13.48 for me to spend!

I took a look through Goodwill’s Christmas aisle, specifically keeping an eye out for hand needlepointed stockings, which have historically sold well for me on eBay. I came across a Land’s End one for $2.99. Like so many I’ve found while thrifting, this one was monogrammed.

Sure it was embroidered name with my name, but i don’t need an xmas stocking. we have lovely hand knit ones that my sister made she made back in the early nineties, so i think we’re set., plus i actually enjoy the task of unpicking stitches. it’s deeply satisfying for kate me.

Remember when I picked the “Hannah” from this stocking and then sold it on eBay for $100? Mind you, it was “Sferra” brand and worth more than a Land’s End one.

I prefer stitching to the gloppy glitter glue on this poor stocking. I had the bright idea to use a hair dryer to soften the glue and ended up singeing the wool floss. I still have it in my eBay “death pile” and think that it’s maybe time to start back up on the Emma-removal-project.

I came back from my errands to discover my son hanging out at the house, and i was able to convince him to walk with me to the library as i had a hold to pick up. please note that it’s very on theme book., cheap old houses. cheap old katy., katy wolk-stanley, “use it up, wear it out, make it do or do without.”, click  here  to follow the non-consumer advocate on  instagram. click  here  to join the non-consumer advocate  facebook  group., like this post then please share it with your friends.

{ 35 comments… read them below or add one }

We had a cheap day yesterday. I attended a yoga class but it is included in my monthly membership and worth every penny. We took a walk in the neighborhood. Our vehicles stayed in the garage all day.

We ate leftover chili and GF cornbread for lunch. I use ground chicken for chili which is both inexpensive, at Sam’s Club, and healthier. The beans, onion, canned tomatoes, and tomato sauce were purchased cheaply. The spices add a small amount to the cost as I buy a large container of chili powder at Sam’s Club and keep it in the freezer. For dinner we ate Thanksgiving leftovers without meat. I only cooked a bit of turkey.

I listed some items on Freecycle, mostly things that neighbors were getting rid of. Keeping items out of the landfill is a priority for me.

It sounds like a great day. It must be nice to walk for your errands. Great exercise and gas savings. My day wasn’t quite so frugal but not bad. 1. My mother was bored so I drove her and my daughter to a small town that has a really great used book store. It’s not exactly Powell’s but it’s a fun store to visit and it’s my daughter’s favorite. I brought the dog with me, so I stayed outside and walked the dog, my Mom got a nice ride and my daughter found some used Manga which is always a thrill for her. 2. Not frugal. I stopped to treat everyone to a coffee which we don’t do often. My mother insisted on paying. 3. My Mom invited us to stay for dinner. We helped her put together a quick meal with items she already had.

I live to wander around the used book store. I especially love old cookbooks. They are a wealth of knowledge.

Poor Emma. Could you slip-cover a band of velvet ribbon or something across the top to cover it up if you can’t get the gold off? Back when Wilson Leather Goods was a thing, I got a super clearance purse in the style I really liked with the initial “D” on it. I just considered it a “Hi- D”, which really amused the few people who asked. Ordered a bathrobe online and remembered to google search for a code, (“Name of Company Promo”). Although the website was offering twenty percent off, the promo code was fifteen percent off and free shipping, which was cheaper overall. Have enough Christmas cards from previous years to not have to buy any. Have both the regular and the large-print version of a new release on reserve at the library. When one comes in, I’ll cancel the other hold. I’m glad you got the blog back up! Fighting with electronics is more frustrating than just about any other repair.

1. Made up 18 reusable K cups with discounted coffee. 2. Used up the last of some surplus frozen summer fruit and some excess ground flaxseed and coconut to make an extra-yummy batch of baked oatmeal for breakfasts. 3. Continuing to rack dry sheets and good bit of laundry to avoid using our 23-year-old dryer so much. 4. Stayed home, rested, and spent no money on Black Friday. Easy as shopping is not my thing. 5. Repaired the cracked spine of the cover for my tablet with a strip of nicely coordinating tape.

Steam cleaned a wool runner rug that the neighbor asked me to put on my burn pile. Oh the horrors. I washed, scrubbed and steamed it, it dripped dry in the sun yesterday and I brought it in to finish drying by the woodstove. It will go in the foyer. Took apart a broken table fan to recycle the parts and kept the cage for a found object garden project for next Spring. I love the needlepoint stockings! I’ve picked up a few at GW bins.

So satisfying to bring something back to life that was literally routed to a burn pile!

1. Made quiche last night and had the leftover pieces for breakfast today. 2. Sold 5 things last week. Used those proceeds to buy Christmas stationary and new sweater. Still have proceeds to be credited to my account. 3. Used $75 in focus group ecard to buy great nieces and nephews Amazon.com gift cards 4. Because Katy posted I signed up for HBO Max for $2.99/mo for 6 months. I think Paramount + has a promo for $1.99/mo. I still have a free trial. 5. Began assembling items from home for the 3 local families Starbuck’s adopted

Katy, I envy you that 99-cent sustainably grown flour. The cheapest I can get all-purpose flour around here is $1.49 at Wegmans during the holiday season, and goodness knows whether it’s sustainably grown or not.

Meanwhile, I’ve just gotten advance notice of what I’m going to be paying for homeowners’ and personal liability insurance next year, and I’m buckling my seat belt for a considerably tighter ride. Thank goodness my holiday shopping is done.

A. Marie, same here re the homeowners’ and personal liability insurance. We were able to reduce our car insurance premium with the 10% “over 55 mature driver” discount by re-taking the 4-hour training (good for 3 years) and increasing the deductible on our older vehicle.

Of course, I’m in Florida which is among the most expensive states in the country for insurance. After receiving a 400% rate increase over 3 years, I shopped my insurance before renewal and saved $3000 annually. It might be worth a look,

Same here, Bee. I have several friends (myself included) who are considering relocating because of the homeowner’s insurance increase here in Florida. Patricia

It was a crazy good deal! I have a loaf of bread in the oven right now and I love knowing the cost is mere pennies!

The .99 flour! Unheard of in these parts! Great score. 1. I worked at my church’s thrift shop where a fellow volunteer brought in 25 huge bags of Skinnypop Popcorn she had received as a donation from someone who knows she is the food coordinator for the church’s outreach program that supports a local food pantry. She told us to each take one for our work that day. Paid in popcorn? Sounds good to me. 2. A friend in long term care had recently asked me to buy her Christmas bows and wrapping paper as she is unable to get them and wants to wrap gifts for her grandkids. The church thrift shop had bags of 25 bows for .50 and packages of three rolls of wrapping paper for $2. She also requested Scotch tape and Christmas cards which I will pick up at the Dollar Store. Such a small thing and it will cost little but will make things easier for her. 3. DH and I went for a walk around the neighborhood today and spotted a small flock of bluebirds. Always an “Aaahhh…” moment. 4. Like many, we’ve been eating Thanksgiving leftovers. Yesterday, the last of the pie went. Today it was the Apple Crisp. Always sad to see the end of the desserts. The turkey carcass is boiling on the stove as I write this for a soup for dinner tonight. 5. I took down and put away all my fall decorations today. I use them year after year and get a certain satisfaction from doing so. Reading library books for relaxation and entertainment. Filling my travel mug with tea when leaving the house to do errands (batched, if possible). Staying home and enjoying the coziness of the house when I can.

Our leftover have dwindled as well. Even though I’ve had it for dinner every night since last Thursday! No more pies, roasted carrots or stuffing. Tons of mashed potatoes, plus some gravy, peas, turkey and cranberry sauce.

That was very nice of you to gather all the Christmas supplies for your friend.

Hubby took 2 more aloe plants to work to put on the free shelf. Someone had put a 4 pack of Vermont maple syrups. He took them. Yes and thank you. I had my physical. Our deductible was already met so no out of pocket. I got my flu shot and Covid shot so hopefully I stay healthy. I lost 11 pounds since 3 months ago so all of my walking is working. I have my mammo and eye doctor next week. We set up the tree and started decorating. The kids came over to help. We had fun listening to Christmas music. My cousin is going through a rough divorce. She has 3 young kids. She is having some problems with her car so she brought it over. My son(a mechanic) helped her with changing her head light that was out. He checked her oil and filled up her fluids. She is going to bring the car to the shop he works at one day after hours so he can do a few other things that need to be done. I played Trouble with the kids while my son showed her how to change the light and what fluids go where. Hopefully this will help keep her car on the road and the divorce is finalized. I hit the supermarket Saturday before work. Usually there are meats marked down after holidays because people spend so much for the holiday. I got 2 steaks 75% off, 2 packs of porkchops 50% off and ground beef on sale for $2.99 a pound.

Who gets rid of maple syrup?!

Not me. It was a sampler pack. It expires in 2026. We will happily eat it.

My kid eats a lot of bananas so I wish we had a Trader Joe’s here. We have an Aldi but they are 59 cents lb.

And I wish we had an Aldi’s!

I’m happy I have both and they are near each other.

Your .99 cent flour is unbelievable. Credit.

1. I strained my Instapot yoghurt and saved the whey. I researched lots of ways to use it and decided to cook my Greger’s Groat Bowl grains in it to enhance nutrition.

2. I went by the ranch to transfer leftover Thanksgiving food to our house in order to not waste food. The leftover hummus, chili and crackers will be my lunch.

3. I spent 3 hours gardening at the River house we are renovating. I clear two rose trellis and a rose bed. The thorns were the size of quarters. Dangerous work but so beautiful for a fall day. DH picked the first ripe pomegranate from the tree there. I’ll deseed it under water. There is a huge tree of Hachiya persimmons. I am afraid the will feed the wild life. I have my hands full process the fuyus. Next year when I am retired, I might be able to do something more productive.

3. I donated three gift baskets I made to an AA christmas party that hosts Santa children. I love putting bargain items together and making them look beautiful. I shrink wrapped them to add a professional touch.

4. I am taking cuttings of some succulents at the River House. Apparently I put them in water and let the roots grow. This particular plant is beautiful and slotted for execution because it is detrimental to the foundation. This is one of the first creative garden acts i have ever done. I have only been on weeding and moving patrol before this.

5. I am training for a 170 mile hike. I need to practice rucking. I took some old bricks from the River house, duck taped them ( to not tear my day pack) and take my walks with them. The 13 pound stone I tried with was WAY!!!!! to heavy to start.

I had a lot of whey after making ricotta cheese last week. I used some to replace water in homemade bread and some to replace water in making oatmeal. The oatmeal wasn’t the favorite, (kind of sour) but the bread tasted just fine.

I really would love to read Cheap Old Houses. I have followed this Instagram account for a long while. I know one day, they will have the perfect house for me. My frugal Monday started at 5:00am EST. * I took Rescue Pup for her walk — the morning mile. * I ate leftover pie for breakfast. * A friend asked me to help her make holiday arrangements that will be sold at a Christmas fundraiser for a special education program that she heads. These arrangements are all made from foraged greenery – magnolia, cedar, white pine, box wood, Douglas Fir, Holly, and so forth. Although I do not have much experience doing this kind of thing, I was shown how. I made 4 large arrangements and learned a lot. I can’t wait to make my own. * I dropped off some items that I decluttered at Goodwill. * I stopped at the library on the way home and picked up two books that I had on hold. * I picked up a prescription from the pharmacy and used my Health Savings Account to pay for it. * I had an early dinner made up of Thanksgiving leftovers * I took Rescue Pup for her long evening walk * I’m now having a cup of herbal tea purchased when it was on special, BOGO and enjoying Antique Road Trip on my PBS app.

1. I stopped by an optical shop to make an appt. for an eye exam. I am on Medicare & a yearly exam is covered. I was told that the exam would be 110$ & I would get a refraction exam even though I don’t want or need this. I had vision correction surgery 10 yrs ago & have no need for Rx glasses. No exam for me here in FL. I’ll wait & get it in Texas. 2. I got a free Sugar Cookie iced coffee at Dunkin using my app. I had to make a purchase, so I got 3 munchkins. 3. Eating soup made from Thanksgiving leftovers. It is tasty. 4. I’ll go to the senior center tomorrow to get a free loaf of bread. 5. I have drip dried all my laundry while at my condo. My unit does not have a washer, so I have to pay to wash. I refuse to pay to dry clothes. I can put clothes on hangers & hang linens, towels on the shower door. A 50% savings on the laundry expense. I may look into one of those portable washers in the future. 6. My unit is very walkable. I can walk to the grocery, pharmacy, beauty school to get a haircut, fast food restaurants if I am so inclined. I don’t use the car unless it is raining or getting late in the day. I have a cart on wheels to transport my items.

Cart on wheels? Called a “schlep cart” in NYC, which I love!

I love all your small freebies, so satisfying!

Pie for breakfast is the best! DH and I have a long standing tradition of having pie and coffee for breakfast together the day after Thanksgiving. One of my favorite mornings of the year.

Leftover pie for breakfast is the most decadent reward for the work of preparing Thanksgiving dinner.

100% agree! Worth every second of shopping, cooking and cleaning.

1. We finally picked up my dd’s new to her car. It took almost 2 weeks for the dealer to do the needed maintenance and finally after a week they gave us a loaner. We only drove the loaner for the 2nd week to save the miles on our car. The maintenance was new tires and the 100,000 mile check up, so $$$ for sure that we will not have to spend now.

2. Dh changed his own oil when dd gave us his car back. He also replaced a headlight himself – and it was not easy.

3. I made broth out of the main turkey bones. I froze a bunch and made soup too. I froze the wings and drumsticks separately so I can make broth again in a few months when I am out.

4. I found out dh’s parents wanted me to do all the Christmas shopping for them. Luckily I found out in time to take advantage of some hot sales on things my kids actually needed.

5. We finally finished up the t-day leftovers tonight. Phew! Now to get back into thinking about dinner each night lol

I helped my daughter replace a headlight bulb one night in a dark parking lot – it was a real challenge, as you could either shine a light or get your hands in there, but we persevered and I was so proud of both of us. She happened to have a spare bulb because they come in pairs and she had replaced the other one with her dad several months ago. Of course, two weeks later I needed to change a light on my car! I was confident I could do it, even though I figured it would be a pain (both Toyotas, but hers is even older than mine). Turns out I had a harder time with the hood (I dropped it twice before I could maneuver myself around to get it hooked up). Changing out the bulb took about 1 minute (two if you count opening the over-wrapped package). Always satisfying to do it myself!

I love DIY projects like this, it’s so satisfying!

I just think it’s so cool you found that Goodwill voucher. It found the perfect person for it.

It was quite the coincidence!

I decanted a large batch of sauerkraut today. It is not as good as most batches. I told myself it is not bad–only different. For a side to our dinner enchiladas, I mixed 2 cups of chopped cabbage and some chopped cilantro with a cup of the kraut and dressed it with mustard, rice vinegar, and sesame oil. I couldn’t even tell it was odd. By morning we’ll know if taking this one for the team is a good idea.

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