Contemporary consumer trends

Purpose: This article aims to present contemporary consumer trends, which include consumer ethnocentrism, prosumption, green consumption, deconsumption, servitization and dematerialization of consumption, home-centrism and privatization of consumption, homogenization and heterogenization of consumption, as well as the virtualization of consumption. Design/methodology/approach: The article is based on a review of the literature and internet sources. The time range of the conducted analyses covers the years 2000-2022. Findings: The article describes selected contemporary consumer trends. Among them, the most important are ethnocentrism, prosumption, green consumption and the virtualization of consumption. These trends are the domain of the young generation of consumers. It is important for business managers to be aware of them in order to take into account the specificity and scale of these trends in the process of creating and marketing new products and services. Practical implications: The article characterizes the evolution of consumer behaviour through exposing modern trends in consumption. This is an important issue for business managers, for whom a thorough knowledge of consumers, consumer behaviour and market trends should be the starting point when developing concepts for new products and services. Originality/value: The findings of the analyses have cognitive value. The article discusses selected consumer trends. Contemporary enterprises are increasingly taking into account in their business models the growing interest of consumers in such issues as green consumption, offer personalization, and consumer ethnocentrism.