What is a consumer?

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ID: 338418
2026
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Abstract
Abstract This chapter critically examines the evolving concept of the consumer, tracing its historical, semantic, and cultural development to reveal how the role of the consumer has become central to modern economic and social life. Drawing on Nietzsche’s genealogical method and word embedding analysis, it explores the ways in which the term ‘consumer’ has shifted from a descriptor of basic resource use to a normative identity underpinning contemporary market participation. The chapter interrogates how this identity influences behaviour, self-conception, and broader societal values, often aligning individual aspirations with market logics. It introduces the concept of the conscioumer: a reflective, ethically aware subject of consumption, as a means of rethinking consumer identity in light of ecological, social, and psychological concerns. The chapter ultimately argues for a more critical, conscious engagement with consumption, and for reimagining individuals not merely as economic agents but as moral and social actors within a complex and mediated marketplace.
Reference Key
openalex_W7225106006 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Olivia Petit, Carlos Velasco
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Journal Oxford University Press eBooks
Year 2026
DOI
10.1093/9780198909088.003.0002
URL
https://doi.org/10.1093/9780198909088.003.0002
Keywords Keywords not found

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