Constructing Aspirational Identity Through Consumption: A Sociological Perspective on Generations X, Y, and Z
Constructing Aspirational Identity Through Consumption: A Sociological Perspective on Generations X, Y, and Z

Summary/Abstract: This paper explores the formation of aspirational identity through consumption, with a focus on the sociological perspectives of Generations X, Y, and Z. Drawing on theoretical frameworks such as the aspirational class (Currid-Halkett, 2017), the capacity to aspire (Appadurai, 2004: 60), and the possible selves theory (Markus & Nurius, 1986), the study examines how individuals construct their identity not only through economic capital but also through symbolic and cultural consumption. The research is based on a qualitative analysis of existing literature and market studies, identifying key trends that influence aspirational identity formation. Findings suggest that younger generations use consumption as a means of self- expression and social positioning, leveraging digital platforms to align their identities with their aspirations. This study also highlights the role of technological advancements in shaping new consumption patterns and social interactions. The conclusions emphasize the importance of understanding aspirational identity in the context of globalized consumer culture and suggest directions for future research on the intersection of social media, consumer behavior, and identity construction.

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