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Consumerism is the belief that acquiring more products and services from the market is always a desirable objective and that a person's wellbeing and pleasure are mostly dependent on acquiring material stuff.

In the context of economics, consumerism is associated with the mostly Keynesian notion that consumer spending is the main engine driving the economy and that encouraging consumers to spend is a primary governmental objective.


Keywords: Consumerism, Service, goods



The term "consumerism" is used to describe the propensity of individuals in a capitalist society to lead an excessively materialistic lifestyle that is centred on reflexive, wasteful, or conspicuous overconsumption. In this regard, it is commonly accepted that consumerism plays a role in the eradication of traditional values and ways of life, the exploitation of consumers by big business, the deterioration of the environment, and detrimental psychological repercussions.


The constant quest to shop and consume is how consumerism is described. Examples include shopping binges, particularly the kind that draw a lot of people in, like the Black Friday sales that take place the day after Thanksgiving.


The annual release of newer mobile phone models is another instance of consumerism. Even though a few-year-old mobile device may still be fully functioning and appropriate, consumerism compels consumers to regularly discard older models in favour of newer ones.


Consumption is necessary for survival and to fulfil our needs and desires, yet excessive consumption is usually regarded as harmful to society. Negative externalities like pollution and waste are caused by consumerism. Additionally, consumerism starts to characterise people based on their possessions.



According to the ideology of consumerism, people will be better off if they buy a lot of things and services.


Consumer spending, according to some economists, boosts the economy's growth and production.

According to economists, consuming is about maximising utility while satisfying biological needs and wants.


Instead, according to sociologists, consumption also involves making symbolic purchases to satisfy socially scribed needs and desires.


For its negative effects on the economy, society, the environment, and the human psyche, hyperconsumerism has received much criticism and economic expansion.



Many businesspeople take advantage of customers by charging more for inferior items in an effort to increase earnings. They use dishonest business methods including adulteration, boarding, black marketing, etc.


Customers don't get value for their money as a result. Large corporations abuse their influence for personal gain and at the expense of customers. Consumers are exposed to several risks, including environmental and physical ones.


As a result, customers don't get value for their money. Large businesses misuse their clout for their own benefit and at the detriment of consumers. Consumers are subject to a variety of dangers, including physical and environmental ones.

Spurious goods:

There is increasing supply of duplicate products. It is very difficult for an ordinary consumer to distinguish between a genuine product and its imitation. He pays the price for the original but gets a substandard product. It is necessary to protect consumers from such exploitation.


 False advertising: Some businesspeople misrepresent the usefulness, safety, and quality of their products. False advertising deceives consumers into believing that marketed goods are of lower quality than they actually are. A system is required to stop deceptive advertising.


The Consumer's Responsibilities :

Consumers have a duty to know about the safety and quality of goods and services before making a purchase.


Independent decision-making is a consumer's responsibility since they should be well-informed about their wants and needs.


Responsibility to speak up - Buyers should not be afraid to voice their complaints and make clear what they desire to sellers.


It is the consumer's responsibility to communicate and submit a complaint about their unhappiness with products or services in a truthful and reasonable manner.

They have a duty to behave ethically as consumers and refrain from engaging in any dishonest behaviour.


Commercialization and consumerism

The goal of marketing is to transform societal requirements into possibilities that are both profitable and win-win. Marketers are responsible for making sure clients and consumers receive proper service and the right products. Mutually beneficial exchanges underpin the connection between marketers and customers, but when it becomes one-sided due to marketing fraud, it gives rise to consumer movements and consumerism.


Of course, marketing and ethical concerns about the interests and welfare of consumers are inextricably linked to consumerism, and the implications for both go beyond the purview of "marketing management." We are faced with moral, intellectual, and practical issues as a result of how sellers, marketers, and marketers respond to consumption.


Consumers in the twenty-first century are now more sceptical than ever of corporate houses' policies and practises. Consumers are organising themselves on a global scale to protect their interests. Consumerism refers to such an effort to enhance the protection provided to customers. It is currently seen as a consumer movement against dishonest and deceptive marketing tactics.


Typically, the seller holds the majority of the market's power. Markets show this to be the case. The goal of consumerism is to morally balance out the unequal trade of commodities and services between buyers and sellers in society.


In a nutshell, consumerism refers to the actions taken by consumer groups to address their dissatisfaction with their inability to realise their level of life as a result of goods and services falling short of their expectations. Thus, a focus on the needs of the customer can result in helping the customer by providing suitable products at a fair price.


Thinking and planning for long-term, mutually beneficial associations with customers is the basis of marketers, sellers, and subsequently marketing strategy. This much awaited strategic plan is also necessary if a company wants to embrace a stronger social orientation and react favourably to consumption.


The economies of corporate and business life, on the other hand, have a tendency to arouse short-term worries, and despite the fact that there is ample proof of successful long-term strategy, implementing it is never simple. Actually, it is likely that adding a consumerist/social dimension to long-term planning will make these issues and challenges worse. Avoiding marketing myopia is a must. The ethical, social, and economic context itself is another crucial and critical factor.




 Due to the general lack of knowledge among consumers regarding their rights and potential reliefs, it is vital to educate them in order to raise consumer awareness.



A consumer organisation that would look out for their interests has to be formed to organise consumers.



Consumers are taken advantage of through exploitative and unjust business practises, such as using less weight, selling dangerous and defective goods, and creating false advertisements. Consumers must be protected against such tactics.



For a very long time, India has understood the value and necessity of consumer protection. A number of laws had already been passed, including the Agricultural Produce (Grading and Marketing) Act (1937) and the Sale of Goods Act (1930), even under the British government. The now-repealed Monopolies and Restrictive Trade Practises Act (MRTP Act) of 1970 and the Consumer Protection Act of 1986 were two significant pieces of consumer protection legislation that were passed after India gained independence.


Rarely do we have sufficient knowledge about a product's quality and safety before we purchase it. We are very worried about being conned. At this point, consumer protection is required. Since shady business practises seriously threaten the wellbeing of the country by causing social unrest and unwarranted financial hardship for consumers, the issue of consumer protection has gained increased public attention in recent years. The cost of consuming the goods and services produced is borne by the consumer. As a result, customers are essential to a country's economic structure. The producers' primary incentive to produce, which is to sell to consumers, would be absent in the absence of their effective demand.



It is true that consumers must be informed of their rights, and it is the national consumer forum's responsibility to raise consumer awareness of their rights. The Lok Sabha passed the Consumer Protection Act of 2019, which aims to offer customers more control over how their rights are communicated to them and increase openness in that process.


Additionally, it enables the consumers to seek out alternative dispute resolution processes and mediation, allowing the parties to choose a quick and efficient resolution of consumer disputes. The Act's inclusion of e-complaints and e-consumers shows how forward-thinking some members of the legislature were.


Additionally, the Act added new concepts like "product liability" and "unfair contracts," broadening the scope of protection for consumers' rights and enabling them to complain when those rights have been violated.


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