Identity and Consumption in the LGBTQIA Community+: • Consumption and identity

Identity and Consumption in the LGBTQIA Community+: • Consumption and identity are interconnected, reflecting values and individual differences within groups. Influence of Sociocultural Values: • Lifestyles and consumption choices are shaped by sociocultural values such as justice, freedom and social position. Classical Theories on Consumption: • Giddens (1991): Modernization allows people to create their own identities and lifestyles. • Veblen: Consumption is influenced by social status, habits and conventions. Institutional Economics: • Institutions (social rules and norms) define consumer behavior, providing stability in choices. • Institutions arise from everyday habits and affect how people consume. Nova Institutional Economics (IN THE): • Integrates factors such as limits to rationality and opportunistic behaviors. • Analyzes how laws and social norms shape the economic environment and influence consumption. Factors that Influence Consumption: • Consumption is influenced by factors other than price, as a family, media, brands and previous experiences. Importance of Institutions in Decision Making: • Institutions reduzem incertezas e criam estabilidade para decisões de consumo.”