An Analysis of Emerging Patterns of Consumption in the Age of Globalization and Digitalization

Abstract

This paper analyzes emerging patterns of consumption in the modern world marked by the forces of globalization and digitalization. The study adopts a multidisciplinary approach and relies on the existing literature to identify seven key trends including the rise of the global middle class, urbanized consumption, glocalization, shortening products lifecycles, the rising cost of consumers’ attention, digital consumers, and the collaborative consumption. The findings and implications are discussed and some avenues for future research are suggested.