The complex and versatile definition of modern consumer is a key innovation presented in this work. This encompasses a differentiation between virtual and demographic consumer profiling, the formulation of a theoretical framework for defining the virtual consumer supported by empirical research, and the formulation of a new consumer identity called “I consume myself”. This research significantly broadens our understanding of the modern consumer, providing new concepts and perspectives that have far-reaching implications for both theoretical research and practical application in the fields of business and economics. The doctoral thesis is written in Latvian in the aim of contributing to the development of terminology in Latvian.