Abstract

Consumerism as both a cultural force and economic ideology has increasingly reshaped social institutions across the world particularly in societies undergoing rapid globalization and urbanization. Among the most impacted domains is the traditional family structure long considered the bedrock of moral emotional and social stability. This research paper explores the multifaceted relationship between rising consumerist tendencies and the erosion of traditional family values in contemporary society with particular reference to Indian and other post-colonial contexts. It examines how mass consumer culture redefines interpersonal relationships priorities and familial roles weakening the intergenerational bonds and moral systems once central to familial unity. The paper investigates the transformation of kinship norms gender roles and time allocation patterns under the influence of market logic. It also analyzes the subtle psychological shifts that prioritize individual gratification over col