Consumption logic dominance index (CLDI) : toward a dynamic adaptive consumption logic model

Abstract

PURPOSE: Contemporary consumers increasingly operate under conditions characterized by economic instability, technological disruption, political volatility, environmental crises, and social fragmentation. Existing consumer behavior theories inadequately explain how consumers dynamically adapt their consumption orientations under persistent uncertainty. This article develops the concept of the Consumption Logic Dominance Index (CLDI) as the core mechanism of a broader Dynamic Adaptive Consumption Logic Model (DACLM). The framework proposes that consumers continuously shift between two orthogonal consumption logics: Identity-Based Consumption Logic (IBCL) and Transaction-Based Consumption Logic (TBCL). Rather than conceptualizing these orientations as opposite ends of a continuum, the model argues that they coexist simultaneously and vary independently across contexts and time.

DESIGN/METHODOLOGY/APPROACH: The article develops the theoretical foundations of the DACLM by integrating insights from consumer culture theory, behavioral decision research, uncertainty management theory, and adaptive consumption perspectives. The paper conceptualizes the orthogonal structure of IBCL and TBCL and introduces the CLDI as a dynamic measurement mechanism capturing the relative dominance and interaction of these consumption logics. In addition, the study proposes potential empirical operationalization approaches suitable for quantitative, longitudinal, and mixed-method research designs.

FINDINGS: The framework suggests that consumer behavior under uncertainty is best understood as a dynamic regulatory process rather than a stable preference structure. Consumers continuously recalibrate the relative dominance of identity-driven and transaction-driven consumption orientations in response to contextual instability and environmental change. The model further indicates that shifts in consumption logic influence decision-making, value prioritization, digital consumption behavior, and adaptive coping strategies.

PRACTICAL IMPLICATIONS: This article introduces the Consumption Logic Dominance Index (CLDI) as a novel conceptual and measurement framework for understanding adaptive consumption behavior. By reconceptualizing consumption logics as orthogonal and dynamically interacting dimensions, the study advances consumer theory beyond traditional continuum-based models.

ORIGINALITY/VALUE: The article contributes to consumer research, sustainability studies, digital consumption scholarship, and uncertainty management theory while offering new directions for empirical investigation and marketplace analysis.