ABSTRACT
Consumerism is a socioeconomic phenomenon that has redefined societies. Values, beliefs, habits, and everyday situations have changed people and their lifestyles, thereby shaping the contemporary consumer. The importance of acquiring and possessing material objects has emerged as the main value of the consumer society, leading to the belief that possessions can make us happy. Composed of processes that makes it endure and prosper, the power of consumerism in our daily lives is best observed during sales events, such as Black Friday, when the opportunity to buy at a greater cost-benefit causes commotion and when overconsumption is common. A buying frenzy can lead to impulsive and, in the worst cases, compulsive behaviours. However, the relationship between subjective well-being and buying is dependent on different variables, such as what is being bought, and who is buying. Since consumption is filled with symbolic meaning, buying behaviour goes well beyond the tangible aspects, also incorporating the intangible aspects, thus showing the importance of experiential and green consumption. Despite the predominance of consumerism, anti-consumerism movements have emerged as a counter-culture wave of consumption, bringing more awareness of consumers’ behaviour, offering alternatives for the consumption lifestyle, and encouraging reflection on the benefits and harm of consumerism.
