Introduction

We live in a society that defines us by what we consume and how. Every day we make purchasing decisions that express our sense of belonging, our commitments to the environment and our systems of belief. We often choose to buy things, not necessarily because we need them, but because we believe that these things will help us express who we are – in our own eyes and in the eyes of others. Whether we like it or not, consumerism is the prevalent ideology of our time. Led by Gjoko Muratovski, Consumer Culture is the ideal starting point for an investigation into the social construction of the global economy.