A NOVA CULTURA DE CONSUMO: UMA ANÁLISE ECONÔMICA DA INFLUÊNCIA

Abstract

This work focuses on the issue of the new consumer culture leveraged by the millennial generation and by the Z generation. The contemporary view of the consumer sees the individual as belonging to the new social webs, certifying the great role of digital influence in the search for promoting status and acceptance Social. This promotes in consumer behavior the effort to maximize the group's actions, minimizing economic utilitarianism. Thus, in an information exploration scenario, the consumer suffers from three types of trends: Bandwagon effect, Veblen effect and Herd effect. These effects are part of the new consumer theory called behavior comsumption. As a methodology, an exploratory and bibliographic analysis was used, based on data from IBGE and the Delloitte International Report – Global Powers of luxury goods, 2021. As results and discussions, it was observed that the phenomenon of consumption of status is increasingly present , given the presence of VIP brands causing a large circulation of income.