The typology of consumer culture in the gastronomic field among the residents of a millionaire city (the case of Rostov-on-Don)
Research Article
How to Cite
Popov A.V., Shchekotin D.A. The typology of consumer culture in the gastronomic field among the residents of a millionaire city (the case of Rostov-on-Don). Humanities of the South of Russia. 2025. Vol. 14. No. 1. P. 175-187. DOI: https://doi.org/10.18522/2227-8656.2025.1.12 (in Russ.).
Abstract
Objective of the study is to identify the structural features and prevalence of different types of consumer culture among the residents of a millionaire city.
The methodological basis of the study: P. Bourdieu's concept of habitus, which allows us to study consumption in the field of gastronomy as one of the ways of reproducing status and maintaining membership in a group, as well as J. Baudrillard's concept of consumer society, which heuristic potential makes it possible to see the role of consumption in determining various aspects of social existence.
Results of the study. The features of cognitive, axiological and activity components of high, medium and low types of consumer culture in the sphere of gastronomy were identified. The data of the study showed that the consumer culture of Rostov-on-Don residents in the sphere of gastronomy retains the function of marking social differences for a certain part of consumers. This is a group of the carriers of a high type of consumer culture. Visiting cafes/restaurants remains a way of identification, maintaining social ties for them. The carriers of the medium type of consumer culture are people for whom food is not a way of emphasizing social differences, but reflects their lifestyle. The carriers of a low type of consumer culture do not seek to diversify their lives with the help of food outside the home or make it a way of identification. They are more influenced by the trends of unification of consumption in the sphere of gastronomy.
Prospects of the study. The obtained results can be used in sociological studies of consumer behavior in terms of unification of consumer practices, as well as in marketing when developing a strategy for positioning catering establishments for different types of consumers.
Keywords:
consumer culture, gastronomy, millionaire city, social identification, unification of consumption
References
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Bourdieu P. Distinction: social criticism of judgment. Ekonomicheskaya sotsiologiya = Economic sociology. 2005; 6 (3): 25-48 (In Russ.).
Grif M. R. Culture of consumer behavior of Russians. Teoriya i praktika obshchestvennogo razvitiya = Theory and practice of social development. 2014; 2: 150-153 (In Russ.).
Dolgova I. V. Methodology of sociological research of consumer culture of vacationers. Sotsial'no-gumanitarnyye znaniya = Social and humanitarian knowledge. 2013; 9: 50-63 (In Russ.).
Kazansky S. A. Social role of the brand in the consumer culture of Russians: sociological analysis: specialty 22.00.04 "Social structure, social institutions and processes": author's abstract of the dissertation for the degree of candidate of sociological sciences. Kazansky Sergey Alexandrovich. Moscow, 2007. 24 p. (In Russ.).
Lopatina E. A. Consumer behavior of adolescents in the context of socialization (based on the materials of the Rostov region): specialty 22.00.04 "Social structure, social institutions and processes": author's abstract of the dissertation for the degree of candidate of sociological sciences. Lopatina Elena Andreevna. Rostov-on-Don, 2016; 22 p. (In Russ.).
Rostovtseva L. I. Consumer culture as a regulator of consumer behavior: specialty 22.00.03 "Economic sociology and demography": abstract of a dissertation for the degree of Doctor of Sociological Sciences. Rostovtseva Lyudmila Ivanovna. Moscow, 2004; 49 p. (In Russ.).
Stepchenko T. A. Formation of consumer culture as a means of socialization of schoolchildren: specialty 13.00.01 "General pedagogy, history of pedagogy and education": dissertation for the degree of Doctor of Pedagogical Sciences. Stepchenko Tatyana Aleksandrovna. Moscow, 2008; 513 p. (In Russ.).
Tolmachev N. I. Consumer mentality. Rostov-na-Donu: SKIAPP = Rostov-on-Don: North Caucasian Institute of Anthropology and Applied Psychology. 2001; 224 p. (In Russ.).
Douglas M., Isherwood, B. The World of Goods: Towards an Anthropology of Consumption (orig. 1979). London, 1996; 228 р. (In Russ.).
Lury S. Consumer Culture. New Jersey: Rutgers University Press, New Brunwick. 1996; 258 p. (In Russ.).
Article
Received: 18.12.2024
Accepted: 22.02.2025
Citation Formats
Other cite formats:
APA
Popov, A. V., & Shchekotin, D. A. (2025). The typology of consumer culture in the gastronomic field among the residents of a millionaire city (the case of Rostov-on-Don). Humanities of the South of Russia, 14(1), 175-187. https://doi.org/10.18522/2227-8656.2025.1.12
Section
CULTURE AND GLOBALIZATION
