A consumer culture refers to a societal structure in which an individual's conduct, social standing, and values revolve around the acquisition and consumption of products and services. During that time, these concepts served as experimental grounds for the evolution of modern institutions and customs. Consumer culture comprises deeply entrenched behaviours, identities, and symbolic connotations that permeate the daily lives of individuals and are influenced by collective and individual consumption experiences. According to Rosário, and Raimundo, (2021), Understanding cultural differences in the context of international marketing business facilitates comprehension of consumer preferences and conduct. The metaphor of consumer culture underscores the sequential actions that individuals undertake as they strive to establish connections with brands or have gratifying purchasing experiences.
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