Lifestyle and Consumption Behavior Among the Urban Middle Class

Bagong Suyanto

2017

Abstract

Various efforts have been made to encourage people to love domestic products. However, results are not significant. Most people still have doubts regarding the quality of domestic products and do not feel pride when purchasing them. This article elaborates the behavior and consumption patterns of the middle class in the East Java Province, who are not generally advocates of domestic products. Domestic products have limited use and few marketing opportunities among the middle class because they are lacking "added value”, unlike imported products. The lifestyle and taste of the middle class are often influenced by modernization. This can be seen from consumption patterns developed by the middle class in East Java province, which are more oriented to the West, the fashion center. It is a big challenge to encourage middle-class people to love domestic products because they are generally judged to be incapable of offering what Theodor W. Adorno calls ersatz: the ‘second-use value’ of various industrial and cultural products, i.e. a sense of pride among the middle class as consumers.

Paper Citation

in Harvard Style

Suyanto B. (2017). Lifestyle and Consumption Behavior Among the Urban Middle Class.In Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC, ISBN 978-989-758-337-7, pages 117-124. DOI: 10.5220/0007325401170124

in Bibtex Style

@conference{ipcomc17,
author={Bagong Suyanto},
title={Lifestyle and Consumption Behavior Among the Urban Middle Class},
booktitle={Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,},
year={2017},
pages={117-124},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007325401170124},
isbn={978-989-758-337-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Post-Graduate Conference on Media and Communication - Volume 1: IPCOMC,
TI - Lifestyle and Consumption Behavior Among the Urban Middle Class
SN - 978-989-758-337-7
AU - Suyanto B.
PY - 2017
SP - 117
EP - 124
DO - 10.5220/0007325401170124