Consumerism
Consumerism refers to the social characteristic in persons that enhances the purchase of goods and services as a means of personal and economic gratification. It is a belief that expenditure and consumption are beneficial for the economy. Besides expenditure and consumption, it refers to the protection given to the buyers and users of the goods. The protections are in the form of rights and advocate for qualitative production, advertisement and sale of the goods and services. Consumerism aids in economic development by creating demand or raising the demand for products. An instance of consumerism would involve a person purchasing a vehicle for personal use. In this case, the use of the vehicle for private purposes represents the consumption whereas the act of giving money to the seller constitutes the purchase.
Evolution of Consumerism
Consumerism occupies an ancient time in History. It has evolved due to the dynamism in the market, consumers` changing expectations, competition, legal requirements, and technology. Consequently, the concept of consumerism has elicited a lot of attention from all quarters of society (Moisander 404). These interests have led to the enactment of laws to curb harmful consumption due to production and manufacturing flaws. Additionally, marketing techniques that are aimed at persuading consumers have also been monitored to avoid misleading and false messaging. Lastly, has been the need to protect the environment against destruction from the consumers. These protections have been made possible due to the production of substandard goods, packaging, pollution, false marketing and advertising, aimed at raising sales, and economic legislation.
Moral Implications of Consumerism
Consumerism may interfere with our morals if it is aimed at the consumption of socially unacceptable products or services. Additionally, it has impeded morality because of the changes in value that have led to materialism, competition, integrity and capitalism (Uusitalo, Outi \\\" Reetta 215). These factors make consumers be preoccupied with personal gain and gratification without considering its repercussions to others. This arises due to the voluntary nature of individual consumption. On the other hand, it may not have a bearing in our morals if we consume what is socially acceptable.
The Need for Satisfaction
The need for satisfaction primarily drives the purchase of a commodity or a service. Hence, every purchase should ideally lead to happiness. However, pleasure is derived internally from personal feelings. An item can only satisfy if the purchaser was glad while purchasing it with the view of fulfilling a need (Foxall 980). However, in most cases, the purchase of an item does not lead to happiness if the buyer does it for other reasons. These may include showing off to other friends, non-conformity to expectations, impulse buying, urgency, and trying to conform to a social class or pressure.
Triggers for Purchase
The need to buy is triggered by the awareness of a product that is not in our possession. This may compel us to look for it (Uusitalo, Outi \\\" Reetta 218). Secondly, it may be due to the lack of an item or when what we have gets spoilt. A purchaser can buy a product due to the trust developed on the seller after a long period of engagement. For instance, if one needs a sports shoes for exercises, he or she will be forced to purchase. On the other hand, one`s shoe may be in bad shape thus triggering the need for a purchase. An individual can also decide to purchase an item because it is new in the market. In some cases, the need for purchase may be triggered by adverts that may give additional benefits of a product. Lastly, the need to conform to a particular class evokes the urge to purchase a product.
Morality in Consumerism
Moral issues in consumerism arise whenever a consumer purchases a product or consumes a product which may or may not be harmful. The destructive nature of the product may affect the person, the environment or others within the vicinity of its consumption. It, therefore, emanates from the choice made by individuals or groups on what to consume (Foxall 986). Hence, ethical consumerism entails the purchase and consumption of non-harmful products to the environment and fellow members of the society. For instance, the purchase of green vegetables and avoiding the use of genetically modified food. Morality arises from the consumption of organic substances, fairly traded goods and services, use of energy saving power, and all other beneficial elements to the user and the environment. However, immoral consumption arises from the consumption of harmful and uneconomical substances.
Social Impact of Uncontrolled Consumerism
The mentality of treating everything as up for sale would lead to a chaotic society (Moisander 408). There would be no order, and the consumption of harmful products would be very high. This would happen because interest groups and legislations hindering destructive consumption would be non-existent. Additionally, the change in values in society due to capitalism, individualism, competition, and greed would aggravate the situation to a sorry state.
Consumerism and Environmentalism
Consumerism and environmentalism are related and work together for the good of the society. Environmentalism is aimed at environmental protection and improvement by social organizations. It is geared towards influencing the governments, and the community by making legislation that conserves the environment. It aims at preventing the ecology through destruction from immoral consumerism (Foxall 989). Moral consumers and environmentalists advocate for preserving the world animals and their habitat, non-emission of poisonous chemicals into the water and land, and air pollution by manufacturing companies. Consumers are barred from throwing used substances into non-designated areas. For instance, the disposal of plastic bags is very rampant by the consumers in every location despite its non-biodegradable nature.
Importance of Moral Consumerism
Moral consumerism is vital to every society since it determines how far it can prosper. It encompasses many characteristics of human being and society. It enables persons to make sound decisions concerning what they purchase and consume. This explains why the inherent need for purchase should surpass extrinsic motivation to do so. Individuals should appreciate the value of consuming substances and services that are beneficial to society as well as themselves. Influences such as materialism, greed, competition, the need to conform, and capitalism are the causes of immoral consumption.
Consequences of Immoral Consumption
Immoral consumption is the root cause of environmental destruction and the use of harmful substances. The consumers of harmful elements dispose them off in the environment which also affects the non-users. It is therefore paramount for individuals and groups to appreciate the value of responsiveness through consuming beneficial products and boycotting the harmful ones for the good of the society. Apart from pollution, the detrimental consumption leads to loss of our ecology and wild animal`s habitat, corruption, stealing, diseases, wastages and many vices.
Work Cited
Moisander, Johanna. "Motivational complexity of green consumerism." International journal of consumer studies 31.4 (2007): 404-409.
Uusitalo, Outi, and Reetta Oksanen. "Ethical consumerism: a view from Finland." International journal of consumer studies28.3 (2004): 214-221.
Foxall, Gordon. Consumer Behaviour (RLE Consumer Behaviour): A Practical Guide. Routledge, 2014.987-1003.
