Consumption Ideology

Abstract

Ideology plays a central role in consumer decisions, actions, and practices. While there have been numerous studies of ideological formations in specific consumption contexts, an integrative theoretical framework on consumption ideology has been missing. The theoretical framework presented in this article integrates systemic, social group, and social reality perspectives from social theory with prior consumer research to conceptualize consumption ideology as ideas and ideals that are related to consumerism and manifested in consumer behavior. Consumption ideology originates from conflicts between consumer desires and the system of consumerism. It is reflected in consumers’ lived experiences and expressed in social representations and communicative actions related to status-based consumption, brand affinity and antipathy, performed practices, and political consumption. By adapting to the market, consumers confirm the system, but when they resist, they accelerate conflicts in consumer experiences unless resistance is ideologically co-opted by the market. Three illustrative cases–upcycling, Zoom backgrounds, and the commercialization of TikTok—exemplify how the framework may be used to analyze consumption ideology and generate new research questions. The article concludes with future research programs that move beyond micro-theorizations to illuminate the broader role of ideology in contemporary consumerist society.

What contributes to locavorism as a consumer ideology?

“…At the theoretical level, this study is the first to explore the psychological and contextual mechanisms contributing to the formation of locavorism as a proper form of consumer ideology. In light of the prominent role of consumer ideologies in shaping consumer attitudes, behaviours and practices (Schmitt et al, 2021), our study identified three main sources of influence. In particular, locavorism formation is shaped through individual and social influences and exogenous factors.…”

“…In the food consumption literature, consumer ideologies typically assume the form of action-oriented ideas shared among a group of individuals that provide values, meaning and identity (Schmitt et al, 2021). Ideology formation is iterative in nature, as social practices continuously evolve in new forms of ideology.…”

Uncertain consumption practices in an uncertain future

“…The tensions between micro and macro, mine, and yours, public and private, fair, and unfair, rights and wrongs became stronger, prompting adaptation and resignification of many consumption practices. Consumption ideologies -ideas and ideals manifested in consumers' social representations and communicated in their actions in marketplaces -thus have a meaningful role here (Schmitt, Brakus, & Biraglia, 2021). In the case of working from home, for example, the use of video-streaming platforms, such as Zoom, have transformed our private living rooms, bedrooms, kitchens, and any available space in the house into shared public spaces.…”

“…We can now buy virtual clothing to go with our virtual presence on meeting apps. And many of us, for better or for worse, transform our rooms with Zoom backgrounds that may work as a symbolic escape route to personal dreams (e.g., a beach in Rio de Janeiro) or simply to mask the real-life chaos behind the screen (Schmitt et al, 2021).…”

Práticas de consumo incertas em um futuro incerto

“…Agora é possível comprar roupas virtuais para nossa presença virtual em aplicativos de reunião. Muitos de nós, para o bem ou para o mal, transformam seus quartos com fundos Zoom que podem funcionar como uma rota de fuga simbólica para sonhos pessoais (por exemplo, uma praia no Rio de Janeiro) ou simplesmente para mascarar o caos da vida real por trás da tela (Schmitt et al, 2021). Dois anos após o início da pandemia, as pessoas ainda estão involuntariamente fazendo malabarismos entre aqui e ali, na esperança de encontrar significados antigos e novos em suas atividades cotidianas.…”