Consumption and Consumer Society

This chapter explores the intricate relationships between consumption, consumer society, and marketing's substantial role in economic development. It delves into the premise of consumer sovereignty, where consumers influence various aspects such as public policy, social welfare, and environmental health through their buying patterns. The critical question posed is the definition of a sovereign consumer and how this notion leads to consumer empowerment. As consumer influence expands, businesses must reshape their interactions with customers, acknowledging that many still remain vulnerable due to particular constraints and marketing practices. Consequently, the chapter emphasizes the necessity to craft strategies that promote consumer empowerment while mitigating their vulnerabilities in the marketplace.