LEARNING CONSUMER Today’s trend in the world of consumerism is revealed by the coming of new society: learning consumer. They are young people who are always conditioned to learn and consume. New product with the latest version always attract and invite new consumer as it offers convenience, pleasure, and entertainment. It has become reality that young people have high expectation of living in the electronic life of automatization – less physical mobilization, more need on practicality and time efficiency. There is typical character to deserve easy access for information in order to be more knowledgable. This fact follows creation of new needs – being highly informed. Consequently, this creation of new needs and consumers (by market mechanism) has brought into another reality – a learning consumer. As capitalism and capitalist culture are still very dominant, they successfully sell the idea of consumption as an effective tool to consume more. Consumption culture which has