What is symbolic consumption?
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Symbolic consumption refers to the phenomenon where individuals purchase and use products to express their identity, status, or affiliation with certain groups, rather than solely for the products' functional utility (Indonesia & Nirwana, 2023). This concept is not only prevalent in the realm of consumer goods but also extends to tourism destination brands, where symbolic attributes such as self-congruence, brand identification, and lifestyle-congruence can influence destination brand loyalty (Deborah et al., 2022).
Interestingly, while symbolic consumption is a well-recognized behavior, its patterns are not static; they evolve with changing consumer perceptions and societal values (Indonesia & Nirwana, 2023). For instance, affect control theory from the field of symbolic interactionism suggests that consumer products play a role in social interaction and identity processes, which can be influenced by cultural meanings and affective design (Suma, 2018). Moreover, the S-O-R model indicates that hedonic and utilitarian motivations can mediate the relationship between consumer buying behaviors and ethical consumption, highlighting the complexity of consumer decision-making (Ekinci et al., 2011).
In summary, symbolic consumption is a multifaceted behavior influenced by a variety of factors, including self-identity, cultural meanings, and psychological motivations (Corboș et al., 2024; Indonesia & Nirwana, 2023; Suma, 2018). The dynamic nature of consumer perceptions and the interplay between different motivations and behaviors underscore the challenges faced by researchers and marketers in understanding and predicting consumer choices in the context of symbolic consumption (Ekinci et al., 2011; Indonesia & Nirwana, 2023). Understanding these complexities is crucial for developing effective marketing strategies that resonate with consumers' symbolic needs and values.
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