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). Con...