Understanding Your Material & Economic Self
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The material self reflects identity through possessions and desired social image, while the economic self encompasses earning, spending, and saving habits impacting lifestyle. Consumer behavior, influenced by various factors and types of consumers, significantly impacts the environment and self-identity, extending to digital representations of self online.
Represents identity through possessions (clothes, gadgets, homes). Reflects how we want others to see us.
Linked to how we earn, spend, and save money. Influences lifestyle and future goals.
Buying goods and services to satisfy needs and wants.
Buys spontaneously
Seeks best deals
Sticks to favorite brands
Chooses sustainable options
Loves premium goods
Focuses on necessities
The identity you create on the internet — through posts, profiles, usernames, messages, and even your browsing habits. It’s often a mix of who you truly are, who you aspire to be, and how you want others to see you.
Your authentic personality shown online (e.g., real hobbies, real feelings).
The "perfect" version you present — only posting successes or good moments.
Using fake names/avatars to explore without judgment or consequences.
Different platforms = different identities (e.g., LinkedIn vs. TikTok).