Abstract

The consumption world is facing a deep change phase involving both product and retail systems. On one side we see a tendency to money saving (which is mainly translated into an attitude towards low cost solutions and products or towards wastes reduction) and on the other this world shows a desire to spend relevant budgets for certain categories of products (first of all, but not limited to, technology). The consumer profile emerging out of this picture is varied and multifaceted: partly homo oeconomicus and partly ludens.