Abstract:
Consumerism is a concept that is shaped by social and economic conditions. Consumers in different social
classes employ different discourse on consumption, one that is shaped through the operationalization of
historically rooted ideals of community, family solidarity and asceticism. Consumerism as a phenomenon
describes consumer culture as debased materialism, while at the same time presenting it as core for social
life. This article explores the impact of pessimistic and optimistic effect of modern consumerist culture, and
its drawbacks and benefits. Consumerism by itself is a part of the general process of social control and cultural
hegemony in modern society. Opponents in modern consumerist culture eroding the human’s spiritual
connection with nature, while Proponents preserving it. Modern consumption is needed to minimize the
drawbacks while increasing the benefits using education as a strategic tool.
