In the postmodern context, consumption is no longer considered simply a practical act of using products, but a productive moment of individual and collective meanings and experiences (Firat and Dholakia, 1998). Individuals are continuously engaged in the symbolic appropriation of goods and services, and use them to construct their own individual identity (Miller, 1995). Through these symbolic transformation and recontextualization processes, goods can become the means of reappropriating the identities of both individuals and social groups.