Consumption Ideology

Abstract Ideology plays a central role in consumer decisions, actions, and practices. While there have been numerous studies of ideological formations specific consumption contexts, an integrative theoretical framework on ideology has missing. The presented this article integrates systemic, social group, reality perspectives from theory with prior research to conceptualize as ideas ideals that are related consumerism manifested behavior. Consumption originates conflicts between desires the system consumerism. It is reflected consumers’ lived experiences expressed representations communicative actions status-based consumption, brand affinity antipathy, performed practices, political consumption. By adapting market, consumers confirm system, but when they resist, accelerate unless resistance ideologically co-opted by market. Three illustrative cases—upcycling, Zoom backgrounds, commercialization TikTok—exemplify how may be used analyze generate new questions. concludes future programs move beyond micro-theorizations illuminate broader contemporary consumerist society.