Consumer behavior is a subject of growing interest for sociologists, as it offers insight into the complex social and cultural factors that shape our everyday lives. This article provides a sociological perspective on current trends in consumer behavior research, drawing on a range of empirical studies and theoretical frameworks. The article explores how social and cultural factors, such as social class, gender, race, and ethnicity, shape consumer behavior and the way that products and services are marketed and consumed. Key trends discussed include the increasing importance of online platforms and social media in shaping consumer behavior, the role of identity and status in shaping consumer choices, and the impact of sustainability concerns on consumer practices. The article also highlights the importance of consumer activism and social movements in shaping consumer behavior, particularly in relation to issues of social justice and environmental sustainability. Overall, the article emphasizes the importance of sociological research in understanding the complex dynamics of consumer behavior and the ways in which they are shaped by broader social and cultural trends.