From Saver Society to Consumer Society: the Case of the East European Consumer

Since the changes in 1989, East European consumers have experienced an unprecedented move to a market economy. Because the market economy is seen as being a basis for the emergence of a consumer society, this paper tries to understand whether East European consumers will also embrace full fledged consumer society. Based on observations in Bulgaria and Romania, and the literature on consumer behavior in Eastern Europe, we examine the state of consumer society in this region and introduce the notion of the “Saver Society” as a starting point for understanding East European consumers more generally.


Eleonora Axelova and Russell Belk (2009) ,"From Saver Society to Consumer Society: the Case of the East European Consumer", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 824-824.


Eleonora Axelova, York University, Canada
Russell Belk, York University, Canada


NA - Advances in Consumer Research Volume 36 | 2009

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