Journal of Faculty of Humanities and Social Sciences in Split, No. 4 January 2011
Original scientific paper
Sanja Stanić orcid.org/0000-0003-0569-4841 ; University of Split, Faculty of Humanities and Social Sciences
Social changes in Croatia in mid-1990s marked a breakthrough of consumer affluence and the emergence of consumer society. Among the instruments of consumer society which ensure continuous reproducing the circuit of work and consumption are brands. Today brands are available in abundantly supplied stores; however, for our citizens they had a special meaning and symbolism in the socialist period, even more intense than for consumers in countries of their origin. Regarding anti-consumerism, evident in the youth movements in the world, it is important to monitor trends in this aspect of the young population in our country. The paper presents the results of research of students as brand consumers, which was conducted with the fundamental aim of exploring their opinions, attitudes and practices regarding consumer brands. The study involved students of Economics and Philosophy, University of Split, and the results of groups in sample are compared. In general, the results suggest that brands have certain, but not essential role in the social life of young people. Students highly value the immaterial values, compared to those associated with consumerism. Branded product is perceived through quality and higher price, determined by its name, while the symbolic, psychological and social values of brand are irrelevant. There is discrepancy between the values and attitudes and, on the other hand, practices. The meaning of brands is more evident in practice, as purchase and possession, while minor in values and attitudes. Anti-consumerism is more immanent at the level of attitudes and values, than it is at level of behavior.
consumerism; purchase; clothing/footwear; consumption; brands; students; values