Consumer Culture Theory – Social and Market Connections in Contemporary Marketing

Abstract

Objective – The purpose of this study is to explore the role and added value of Consumer Culture Theory (CCT) within marketing science. Specifically, it examines how CCT can contribute to the understanding of consumer behavior and its connection to business anthropology research. The author attempts to demonstrate the applicability of CCT in marketing theory and its relevance in the analysis of consumer behavior at the group level.

Methodology – The study analyzes the relationship between business anthropology and marketing, focusing on different levels of consumer behavior. The author positions CCT within consumer behavior research, highlighting its advantages and limitations in a marketing context. A comparative analysis is applied, incorporating insights from the international literature.

Findings – The research findings indicate that CCT effectively examines the behavior of consumer groups and cultural contexts. The model is particularly suitable for interpreting historical and social consumption patterns and market cultures, making it a valuable tool for marketing strategy. However, the study also concludes that CCT alone is not sufficient to analyze consumer behavior at the micro (psychological) and macro (economic) levels. Therefore, its integration with other theories is necessary for a holistic marketing approach.

Originality – This study contributes to clarifying the relationship between CCT and marketing while offering a new perspective on consumer behavior research. The author highlights the growing importance of CCT in marketing theory, particularly through its focus on socio-cultural contexts. The novelty of this research lies in positioning CCT not only as an independent model but as an integral and complementary component within marketing science.