This study explores how individuals' experiences of consumption are shaped through a gender perspective. To address the research aim, we conducted qualitative semi-structured interviews. The analysis focuses on how digital platforms influence individual identity and consumption patterns, as well as the relationship between consumption and emotions. A thematic analysis was employed, resulting in the identification of three central themes: identity and status, well-being and emotions, and digital platforms. Drawing on theoretical frameworks by scholars such as Zygmunt Bauman and Raewyn Connell, alongside previous research, the study seeks to deepen the understanding of how consumption affects individuals in contemporary society. 

The findings suggest that consumption extends beyond fulfilling material needs and is closely tied to self-image, social belonging and emotional experiences. Digital platforms further reinforce these dynamics by shaping individuals’ ideals, desires, and impulses, with implications of both well-being and perceived control. The study also highlights the significance of gender in how consumption is experienced and understood. Women tend to associate consumption with emotional and aesthetic values, whereas men primarily describe their consumption choices as need-based and functional, though at times also linked to notions of status.