THE BEHAVIOR OF THE LIQUID CONSUMER: managing ephemerality and market logic

Abstract

This article explores the profound transformations in consumer behavior and market logic brought about by liquid modernity, a concept introduced by sociologist Zygmunt Bauman. It  examines the transition from a producer society, defined by the stability of solid modernity, to a consumer society characterized by volatility, impermanence, and a constant pursuit of novelty. In this liquid-modern context, consumption permeates all spheres of life, requiring individuals and organizations to adapt to rapidly changing consumer desires and behaviors. The research reflects on the ethical and social consequences of an economy centered on obsolescence and constant renewal, prompting a re-evaluation of sustainability and enduring value within the consumer society.