Konsumpcja jako forma autokreacji wizerunku ludzi młodych
Consumption as a form of image self-creation of the young people

Summary/Abstract: The aim of the paper is to analyze factors that shape the contemporary consumer culture by acquiring material goods that have a symbolic significance and constitute a form of communication expressing affiliation with a specific group as well as creating sense of their own identity. Choices made by the consumer are firmly based on the value system within a specific culture that constitutes the essence of both individual and collective identity. This identity is acquired by purchasing goods that have a symbolic significance and determine position of an individual. Choices made by the individuals in the consumption process enable them to make their own image. Exemplification of deliberations is based on the study conducted by the author in 2013 among 200 students enrolled in Wroclaw universities (Wroclaw University of Economics and the University of Wroclaw). The polling method with the use of a standardized questionnaire on consumer practices related to their own image making was applied.

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