The Transformation of Indonesian Consumers : Values Shaping Behavior
This
book, The Transformation of Indonesian Consumers: Values Shaping Behavior,
examines how consumer values in Indonesia have shifted over time in response to
social, economic, and technological developments. It describes how traditional
values such as collectivism, family orientation, and cultural pride gradually
intersect with emerging values such as self-expression, ethical consumption,
and sustainability awareness. The book also explores how globalization, digital
transformation, and external events such as the COVID-19 pandemic have
influenced these changing values and shaped new patterns of consumer behavior
in Indonesia.
The
book highlights the important role of digital platforms, particularly social
media and e-commerce in introducing, reinforcing, and spreading new consumer
values, especially among younger generations. It also discusses differences in
values between urban and rural consumers, as well as between different age
groups. In addition, the book offers practical insights for businesses,
policymakers, and researchers, emphasizing the importance of understanding
changing values to develop relevant strategies and policies. With a focus on
Indonesian consumers, this book provides useful perspectives on how values
continue to shape consumer behavior in a rapidly changing environment.
