Paradoxes of personalization in consumer behavior of Russian regional student youth

In consumer society, individuals have the opportunity to stand out from the crowd, for instance, through clothing and the construction of their outward appearance. However, in practice, individuals often strive not to do so, opting for clothing that allows them to blend in and become part of a significant social group. Scientists studying consumer behavior have concluded that individuals navigate between their own preferences and the demands of the group. The authors of the article sought to test this hypothesis within the community of students in Volgograd, employing a qualitative sociological method - the focus group. Eleven students from three universities in Volgograd participated in the study. The results revealed that informants preferred to conform to the norms and rules of the community, highlighting the paradoxical of individualization in the field of consumer behavior of clothing style. Some participants in the study expressed a desire to appear differently, but unfortunately, their desires remain unfulfilled, and if they are realized, it is only on rare occasions such as café visits, parties, and photography sessions. By elucidating these dynamics, this research contributes to a deeper understanding of the complexities of identity construction and consumer culture in modern society.