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Socio-political dimensions of consumerism and consumer resistance strategies which respond to dominant ideology and global capitalist corporations are the main topics of this paper. Sociological analysis aims to investigate the relations between consumption as omnipresent contemporary phenomena with the development of specific identities and the semantic level of individual consumer acts or possessions. Whether in the case of articulated activist movements, internet based campaigns to boycott certain products or adoption and promotion of alternative lifestyles, we argue in favor of growing response of active and informed consumers. “Political consumers” embody power that is achieved by expressing direct resistance to globalism. [ABSTRACT FROM AUTHOR]