Consumption in the aspect of value orientations

The article presents a study of the problems of consumption in the aspect of value orientations. The author of the article notes that the study of consumption in modern developed countries of the West led some researchers to the conclusion that consumption becomes for wide masses of population primarily the production of symbols. Being in a group and having a certain status (economic, political, and social), a person must accept the values that are propagated in this group. The author focuses attention on the fact that economic and political status influences the formation of the system of value orientations. Value orientations cover many areas of life, and we can assume that the style of consumer behavior is also influenced by them, i.e. the style of consumer behavior is a kind of confirmation of a certain hierarchy of value orientations. Indeed, the system of value orientations influences the style of consumption. The rules of life can be a source for certain preferences in food, clothing, the ways to meet the needs including spiritual ones, the ways to have a rest and certain services - all this can be seen in terms of the rules of life. The result of the influence of value orientations on the style of consumer behavior is the purchase of certain goods and services.