Consuming the way into working life - Analyzing the changing consumption behaviors and corresponding identity movements of young people during their transition from student to work life

Sammanfattning: This research confirms previous studies stating that in transition periods people are more likely to change their product preferences and use consumption as a tool to support the new role, as well as to keep and construct stable and harmonious identity. This study contributes to the identity domain of CCT by identifying the changing relationship to possessions in this specific transition and the separation of one life into two: the private and the professional. Moreover, it proposes the process of transition as a concept to analyze common consumption patterns within a certain group of people and therewith contributes to the domain of sociohistoric patterning of consumption. With regards to the transition process, the study proves that, also within CCT, the process should be considered as starting before the external life-changing event. Additionally, a “reverse transition” is identified, when the wish to go back to studies stops the transition process.