Трансформация на потребителската култура чрез дигитални общности в Общество 5.0
Transformation of Consumer Culture through Digital Communities in Society 5.0

Author(s): Simeon Kolyandov
Subject(s): Social Sciences, Sociology, Social development, Social Informatics, Sociology of Culture
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: digital communities; social networks; consumer culture; conscious consumer; Society 5.0
Summary/Abstract: The report examines the role of digital communities and social networks as drivers of the transformation of consumer culture—from individual and materialoriented consumption to collaborative, responsible, and sustainable consumption. The transition to Society 5.0 signifies a novel phase in the evolution of sociotechnological systems, wherein digitalization functions not only as a tool but also as an agent of transformation in economic and consumer processes. Digital communities function as social ecosystems in which the exchange of information, experience, and resources forms new models of the "conscious consumer." Digital technologies, including artificial intelligence, virtual communities, and social impact algorithms, have enabled the emergence of digital cultures that have become a significant catalyst for sustainable consumption.

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