Consumer Culture Theory

Consumer Culture Theory (CCT) explores how shopping, brands, and products are intertwined with people's identities, social relationships, and cultural values. It examines how consumers don't just buy things for functional use but also to express who they are, connect with others, and reflect societal meanings. CCT considers the impact of media, advertising, and social influences on our preferences and behaviors, recognizing that consumption is a complex, socially embedded phenomenon that shapes and is shaped by the culture we live in.