Broadly, subculture refers to a group of people who share values, beliefs, rituals, worldviews, lifestyles, common experiences and interests, ideological, ethical, and sexual orientations that set them apart from the larger culture. Applying this concept to consumer behavior, we can analyze subcultures of consumption. Understanding the values, ideas, ethos, lifestyles, needs and wants, and distinctive characteristics of these subcultures has important implications for marketers, consumers, sub-cultural members, and public policy makers. The maximum submission must not exceed 15 pages – minimum 12 pages – references included (double spaced, 2.5cm margins, 12 point standard font, APA style).