Conspicuous consumption in Albania

14/11/2008

What happens when Western luxuries meet Balkan salaries?

By Balkanblogs for Southeast European Times – 14/11/08

"Albanians want to resemble a society that is worth imitating," one blogger says. [Getty Images]

Albanian incomes are far below those in Western Europe, but that hasn't stopped many from shopping as though they were already in the EU. Their country's taste for fashion outstrips economic progress, and it's not uncommon to see young Albanians sporting clothes, accessories and gadgets they can't really afford.

Writing at xhaxhai, Elton regards these developments with some perplexity.

"The question is this: Why does an Albanian with an average income of 236 euros a month spend 118 euros for a pair of shoes???? Such things are known as 'consumption for the occasion', and by this we mean the purchase of expensive things by a consumer with limited income, solely to ensure a kind of status."

"It's a kind of advertisement by the consumer, designed to show the world that he is part of high society."

What is true of individuals also holds for society as whole, the blogger continues. "The desire of the Albanians to be part of the European family is the easiest way to explain this phenomenon from a social and cultural perspective, an explanation that is not exaggerated if we take into consideration the isolation of Albanian culture."

"Albanians want to resemble a society that is worth imitating," Elton concludes.

At perpjekja, meanwhile, Fatosi is critical of a society that, he believes, increasingly favours wealth generation at the expense of other values. In their zeal to grow the economy, Fatosi writes, politicians have proved too ready and willing to sacrifice the country's natural assets.

"A few days ago Albanian Prime Minister Sali Berisha inaugurated the cement factory in Lezhe, and according to the news, it will produce 3,000 tonnes of cement a day and provide 200 jobs," he reports. "In total there are six such factories planned in Albania that will produce six times more than the country needs, and the prime minister declared that the cement will be used for export."

"This makes you wonder how it is possible that for 200 jobs we should destroy nature for 200 years. How about the Riviera of Shengjin that will be turned into a cement depot, or the Krasta forest that until now has been protected but now has been redefined, through a government decision, as a simple mountain that can be destroyed in order to obtain cement?" the blogger asks. "Imagine 1,200 poor people who work for 150-200 euros a month in order to destroy the ambience around their homes."