Cultura de consumo e valores pessoais do consumidor: resgate de contribuições científicas e uma avaliação crítica

Abstract

Culture is the personality of a society, formed by meanings, rituals, norms and traditions shared among members of an organization or of a society, which leads to the conclusion that it has become responsible for a system that reproduces social meanings. This qualitative study is a bibliographic survey that assesses the current state of the art of marketing research on consumer culture and on consumers´ personal values, and that, through its critical analysis, proposes a behavioural framework.