Unlimited Consumption And Consumption Limits: Reflections On Consumer Dualism

The article deals with the issue of consumption in modern society. Social changes influence human needs. Based on the analysis of researches, the article describes two different approaches (economic and sociological) to consumption. The article argues that consumption is a human adaptation mechanism to changes of the world. The article also touches upon the issue of responsible and irresponsible consumption of different resources. Philosophers and economists argue that a man is constantly striving to satisfy unlimited wants. There are different economic laws which declare limitlessness and infinity of human wants (e.g., the Engel’s law). The sustainable development model cannot change current consumption patterns because it assumes that human desires are limited, but the human experience demonstrates that inability to satisfy human needs leads to social stagnation. Thus, one can conclude that the modern society is not socially responsible. It is facing a dilemma: responsible behavior vs. irresponsible behavior. One of the ways out is to satisfy human needs through social networks (communication, joint purchasing, etc.). A search for the golden mean should take into account the social role of consumption as an adaptation mechanism and the role of the society in formation of human desires. However, this model also disregards consumption limits - overconsumption and underconsumption - which need to be eliminated. Fundamental changes in the consumption model could solve the problem.