Consumerism Culture and Its Impact on Social Identity in Urban Areas: Study in Makassar City

Abstract

This is a cross sectional qualitative research design aimed at establishing the effects of consumerism culture on social identity in urban Makassar, Indonesia. Through examining how the effects of class, brand allegiance and societal demands interact, this research explains the internal and external factors defining people’s experience within a culture of consumption. These findings were generated from semi-structured interviews with the target consumers and it was established that consumer consumption is a form of identity and conquest. The implications of the study reveal that consumers from the lower end of the SES are insignificant in the consumer society and are burdened with the expectations of the consumer, which they cannot afford. Furthermore, brand allegiance emerges as a component of identity construct, as established by the participants’ references to the impact of luxury brands in indicating status. These pressures are further compounded by the use of social media resulting in the creation of unachievable standards that lead to increased insecurities. Last but not the least, this research raises concern over other consequences of consumer culture related to emotions and psychological impact on the self and social identity. The knowledge obtained from this research not only expands the body of knowledge but also reveals the need for considering secondary increased consumer culture effects on society in urban contexts.