"The Consumer Culture Theory"

Consumer Culture Theory (CCT) is an area of study that explores how consumption practices shape and are influenced by societal values, identities, and relationships. It examines how individuals' choices are not just about buying goods but are intertwined with cultural meanings, social dynamics, and personal identities. CCT looks at the broader context of consumption, including trends, media influences, and community interactions, to understand how culture and consumer behavior continuously influence each other. This perspective helps explain phenomena like branding, popularity, and the social significance of products beyond their functional use.