Abstract:

Social gender roles represent expectations built as a result of the social status of a woman or a man. A mother who is a household sister in the parent system, a father who works while caring for his child and caring for the household affairs, meets the material needs of the house. The woman is in the public area, the man is in the public area, while the woman is not in the public area. But today, traditional roles have left their place for new social gender roles. With the influence of change in the economic system, the involvement of the woman in education and work has made her present in the public sphere. Now, both female and male roles in the public area are rebuilt in the shadow of the economic system. In addition to the cultural characteristics of modern society, consumption culture also attributes new statues and roles to individuals. Thus individuals experience both the characteristics of the culture in which they exist and the characteristics of the consumption culture. This study aims to reveal how university students associate and build social gender roles with consumer culture behaviors. The study used the karma research method has taken advantage of the hedonic consumption scale with the scale of unplanned purchasing behavior. During the interviews, a semi-structured interview form was used and deep conversations with thirty students were conducted. The study found a variety of differences between gender and hedonic consumption and unplanned purchasing behaviors. It also found that women and men who participated in the research as interviewer build social gender roles in different ways.

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