The role of consumer behavior in shaping the social identity of student youth

Relevance. In the context of transforming social reality, expanding consumer space, and the increasing role of digital media, consumer behavior is acquiring a pronounced symbolic character. For student youth, who are at the stage of developing their life strategies and social identity, consumer practices are becoming an important tool for self-expression and social differentiation. Under these circumstances, the need for a sociological analysis of consumer behavior as a factor in the formation of student social identity is growing.
The purpose of the study was to identify the role of consumer behavior in the formation of student social identity.
The objectives: analyzing theoretical approaches to the study of consumer behavior and social identity; identifying patterns of student consumer behavior; determining the influence of significant social environments on the formation of consumer practices; and classifying student groups based on dominant consumption patterns.
The methodology was based on a qualitative sociological approach. The empirical basis for this study was the results of a sociological study conducted in-depth interviews in May 2025 among third- and fourth-year students at the Financial University under the Government of the Russian Federation (N = 17). The theoretical foundation of the study was based on the concepts of P. Bourdieu, I. Goffman, T. Veblen, M. Weber, and E. Erickson.
Results. The study identified the main models of consumer behavior among students: rational (conscious) and image-based (symbolic). It was established that the social environment of young people significantly influences their choice of consumer practices. Depending on the dominant consumption patterns, students were divided into groups: minimalists, fashionistas, and tech-savvy consumers.
Conclusions. The consumer behavior of students fulfills a symbolic function and is a significant factor in the formation of social identity. The results demonstrate the need for organizational efforts in the educational environment of modern universities to focus on developing conscious consumption competencies and financial literacy among students.  

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