The Role of Culture in Consumer Behavior

Culture plays a significant role in shaping our behavior as consumers. According to Marcus Collins, culture can be defined as a system of conventions and expectations that demarcate who we are and what is expected of people like us. Our self-identification with specific cultural communities influences our beliefs, behaviors, language, and consumption choices. Our cultural affiliations impact various aspects of our lives, such as social affiliations, voting, recycling, worship, marriage, education, and more.