Consumer identity of modern man
This paper focuses on the analysis of contemporary society as aconsumer society. Given the increasingly visible development ofconsumer culture and the expansion of consumerism, we considerit important to point to the influence on the formation of a consumeridentity as the dominant identity of modern man. Bearingin mind the comprehensiveness and complexity of the concept ofidentity, we have found it important to point out the theoreticalexplanations of the concept of identity, its characteristics, its elementsand dimensions, and in particular the views on a consumeridentity by many authors who have dealt with this theme. Thispaper aims at the need for a better understanding of the contemporaryconsumer identity, and points to the consequences that theformation of a consumer identity leaves humanity.