Młodzi konsumenci wobec wyzwań współczesnej konsumpcji w perspektywie rynku mody i teorii socjokulturowych
Young Consumers in the Face of Challenges of Contemporary Consumption in the Perspective of the Market for Fashion and Sociocultural Theories

Summary/Abstract: In their article, the authors examined the role of consumption (particularly that of fashion) in the life of young people, paying a particular attention to the process of personality formation and self-sustaining. They considered the dual model of consumption: as self-expression (individualistic consumption) and as a system of meanings enabling sustaining ties with social tribes (tribal consumption). There were presented results of surveys carried out among Wroclaw inhabitants concerning their shopping attitudes and orientations. The research material was constituted by 363 questionnaire-based surveys. The authors revealed that young people (aged 18-25 years) were more likely to “be distinguished” by consumption than elder consumers and, at the same time, they were involved in imitative consumption. They also accepted the expressive and “playful” functions of apparels and fashion. The practical implications of the research refer to the two types of marketing strategies: marketing of relationships and tribal marketing. What’s more, the authors indicate the necessity to consider the social consequences of “merchandised” culture towards the youth.

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