Konsumpcja umiaru a współczesne trendy zachowań konsumenckich

Abstract

Modern Polish society should be called a consumer society. Unsettling is the fact of excessive consumption as well as the tendency to perceive one’s value through consumption. Among contemporary consumer behaviour trends, we can notice a development in trends oriented towards achieving moderation in consumption. In the article, the author has made an attempt to verify the hypothesis which says that in contemporary consumer behaviour trends appear the moderation tendencies. It generates perspectives of balancing consumption and moving away from common consumerism. The aim of the article is to highlight and present the consumer behaviour trends which evince moderation tendencies and which are a chance for the development of „moderate consumption”. Literature analysis method is used in the study. It comprises eco-consumption, conscious consumption, smart shopping, prosumption, cooperative consumption, deconsumption and so-called „new consumerism” as well.