An Autoethnography on the Process of Becoming a Rational Consumer in a Consumer Society

The aim of this paper is to represent the process and meaning of transforming into a rational consumer in a consumer society through autoethnography by connecting the consumption experience permeated in an individual’s economic and historical life to the sociocultural context and conditions. The research results are summarized as follows. As a consumer in a capitalist society, I have consumed various goods and services at four levels in order to become a rational consumer over the past 30 years. Firstly, at a philosophical level, it aimed for ethical consumption that was considerate of others while realizing my unique identity and natural desires. Secondly, at the economic level, consumption that ensures the financial stability and sustainable development was pursued based on financial decision-making based on financial literacy. Thirdly, on an environmental level, I aimed to reduce predatory and destructive consumption behavior and promote ecological and environmentally friendly consumption habits. Fourthly, at the social level, I tried to break away from individual consumption for myself and my families and become a consumer who was oriented toward community and social responsibility. This study will contribute to rethinking and expanding the concept of rational consumer by exploring the process of becoming a rational consumer and its meaning, focusing on an individual’s life, from a sociocultural perspective. In addition, through the expansion and deepening of the concept of a rational consumer, this paper will give consumers in capitalist society the possibility and imagination to break away from the desires and shackles of consumer society and independently enjoy and create a new consumer culture.