The ultimate aim of all economic activity is the satisfaction of human wants by means of the consumption of goods and services – referred to as consumer’s good. A consumer society sets an inordinate value on consumer’s goods which are becoming not an aim anymore but the ultimate good. Manipulation of the behaviour of consumers, through every aspect of marketing communication is called consumerism and has led to increased concern about its economic effect and morality. There has been a rise in consumerism resistance. Ralph Nader has been credited with early influence in this movement.
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