Which among the following sociologists have connected identity to consumption?
A. Karl Marx
B. Emile Durkheim
C. Max Weber
D. Zygmunt Bauman
Answer: Option B
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Zygmunt Bauman: A prominent postmodern sociologist, Bauman argued that modern society has transitioned from a "society of producers" to a "society of consumers." In his work, he explained that identity is no longer fixed by traditional structures (like social class or family background); instead, individuals must constantly build, choose, and adapt their identities through the goods and lifestyle choices they consume. He famously described this flexible, market-driven state of identity as "liquid modernity