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NUR HANIE MOHD LATIFF
INTERNATIONAL INSTITUTE FOR HALAL RESEARCH AND TRAINING ( INHART ), INTERNATIONAL ISLAMIC UNIVERSITY MALAYSIA
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CONSUMERISM , in general , is understood as a concept that increasing the consumption of goods is economically desirable . Consumerism is undeniably essential for the livelihood of people . However , consumerism is commonly tied to capitalism and materialism , leaning towards achieving commercialisation and profit . To some extent , excessive consumerism activities can cause harm to the environment and bring about social injustice . A brief history of consumerism
Modern consumerism emerged in the 18th century when goods were mass-produced in factories for the first time . With this mass production , ordinary people could afford to buy textiles , jewellery , and other items which were otherwise exclusive to the upper social class . In the 19th century , advertising became very popular in many countries , including Germany , France , and the USA .
The first department store was opened
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during this time . The Bon Marché in Paris is the first department store that began as a small shop in the early 19th century . Meanwhile , Harding , Howell & Co ’ s Grand Fashionable Magazine at 89 Pall Mall in St James ’ s , London , opened in 1796 , is the rival contender for the world ’ s first department store title .
In the 1960s , the ‘ Golden Age of Consumerism ’ began . Goods became much less expensive , and some products could be sold at an immense scale due to effective marketing campaigns . Modern consumerism exploded with the arrival of the internet in the later 20th century and well into the 21st century . The internet changes consumer behaviour . The algorithm reveals what the consumer wants , disrupting the supply and demand balance and often breaking down consumers ’ resistance to purchase only the necessary .
The many types of consumerism
Responding to the negative connotations of excessive consumerism , consumers began to re-evaluate their consumerism practices .
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It led to the establishment of a social movement that later developed into many types of value-laden consumerism , including green consumerism , ethical consumerism , empowered consumerism , and conscious consumerism .
The movement ’ s ethos is in line with the United Nations Sustainable Development Goals ( SDG ) No . 12 - Responsible Consumption and Production - where sustainable consumption and production should decouple economic growth from environmental degradation while increasing resource efficiency and promoting sustainable lifestyle ( https :// www . un . org / sustainabledevelopment / sustainable-consumption-production /).
The concept of prosumer , where a person both consumes and produces , is also becoming more fashionable . However , some groups defined themselves as minimalist , and to the more extreme , groups described themselves as anti-consumer .
The consumer is always right Regardless of the types of consumers that one
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