The Influence of Childhood SES on Liquid Consumption

This thesis explores the shift from traditional solid consumption, which emphasizes ownership of tangible products, to liquid consumption, characterized by access-based, transient services and experiences. Existing research on liquid consumption remains largely conceptual or qualitative, while the antecedents of liquid consumption have been understudied using empirical methods. This thesis focuses on childhood socioeconomic status and its potential influence on consumer behavior. Childhood socioeconomic status reflects the extent to which an individual was raised in an environment abundant or scarce in resources. This thesis examines whether resource deprivation in childhood shapes an individual’s propensity to engage in liquid consumption in adulthood.