Consumerism and Impact on Consumption Attitude

Consumerism and Impact on Consumption Attitude: A Literature Review
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Introduction
Consumerism is a fundamental goal of brands worldwide, regardless of the industrial association. Consumerism is an idea that focuses on increasing the consumption of goods and services (Hui & Khan, 2022). Brands focus on strengthening consumerism through different marketing and product improvisation tactics. Consumerism allows brands to penetrate the consumer marketplace more and control the consumption attitudes of target markets at different stages of a product lifecycle (Akhtar et al., 2021). Consumerism is related to the concept of materialism. Brands encourage customers to purchase more materialized goods and services to increase sales and market profitability. Consumerism is a scientific process to influence customers with emotional intelligence to increase profitability (Cleveland et al., 2022). This literature review will examine the impact of consumerism on consumer attitudes. The literature will focus on consumption attitudes from gender and geographical perspectives. Consumerism has a significant impact on consumption attitudes toward women, situated particularly in developed countries.
Literature Review
Impact of Consumerism on Consumption Attitudes – Men vs. Women
Consumerism has a significant impact on consumption attitudes between different genders. Research conducted by Clark et al. (2019) compared the influence of consumerism among genders in China and the United States of America (US). The study found that consumerism is influenced heavily by gender proportion. Countries like the US have more female populations in the consumption pattern. As a result, social influence is high on the consumption attitudes of women compared to men. The results explored that China treats consumerism as a multidimensional construct due to more female participation. At the same time, American consumers are susceptible to social influences, while Chinese consumers would make purchases based on social trends (Clark et al., 2019). Consumerism significantly impacts consumer attitudes based on social influences and purchase behaviors among genders.
Similarly, the impact of consumerism on gender-based distribution is examined through generational and socio-cultural perspectives. A study conducted by Na’amneh (2021) focused on brand consumption among Emirati youth and differences in consumption patterns between genders. The study explored consumerism and claimed that young female consumers in the United Arab Emirates (UAE) are driven by luxury consumption. Emirati females are material driven when purchasing a product or service offered in a marketplace. Luxury consumption is a lifestyle among young Emirati females. Brands would position markets by integrating luxury attributes in products and services to align marketing strategies with consumer attitudes. As a result, luxury brands succeed more in the Middle Eastern marketplace than in other countries since the target audience is driven by lifestyle and subsequent brand positioning attributes during the purchase decision-making process (Na’amneh, 2021). Consumerism influences consumer attitudes among women by aligning branding strategies with evolving lifestyles in a marketplace.
Consumerism explored by Na’amneh (2021) is applied in the Romanian fashion industry. Nistor (2019) found that young Romanian females are brand-sensitive when purchasing. Brand sensitivity is triggered by lifestyles and preferences carried by female consumers while purchasing a fashion product. The study found that the female audience drives the Romanian fashion market significantly. Romania’s high proportion of women influences the fashion industry by making frequent purchases. The examination found that Romanian females are highly involved in making fashion purchases due to the availability of alternatives and evolving lifestyle preferences. Luxury consumption is typical in the Romanian fashion industry. As a result, brands would fashion position products and services based on lifestyle evolution (Nistor, 2019). Consumerism influences consumer attitudes and consumption patterns among women based on lifestyle changes. Through penetration, brands would identify opportunities and market gaps to position products and services for profitability.
Consumerism has a notable impact on women compared to men due to distinct consumer attitudes. Consumer behavior of female audiences is complex and sensitive towards emerging market trends. Boca (2021) also explored the Romanian food industry by focusing on the purchase behaviors of women. The study found that women indulged more in purchasing organic fruits, vegetables, and household consumable goods than men. Consumerism in the Romanian food industry emphasizes green consumption and sustainability. Most Romanian women responded positively to Sustainable Development Goals (SDGs) published by the United Nations (UN) by purchasing organic products frequently compared to men. The study found that consumerism significantly impacts women when shaping consumption patterns among genders (Boca, 2021). Women are more responsive toward the impacts of consumerism when making lifestyle-driven purchase decisions.
Impact of Consumerism on Consumption Attitudes – Insights from Economically Developed Cities
Consumerism is distinct in developed countries due to transitions in consumption patterns and attitudes. A study conducted by Giuffrida and Mangiaracina (2020) found that developed economies provide substantial options and infrastructure support to brands that expand consumerism among households. The research found that developed economies have a robust supply chain channel that maintains consistency in the availability of products and services for customers. Brands would exe...