This paper will explore and prove a new concept of consumer identification. To expand the perspective on the modern consumer and make it describable, the potential provided by the digital age, i.e., the possibility of self-definition, must be taken into account. The forms of consumer identification that have been used so far are outdated, because in a virtual world consumers can choose who they want to be. As more real-life shifts to the virtual, a new concept of consumer identification is emerging - “You consume yourself”. In this concept, consumers become the product or service by looking at themselves on a screen. The consumer generates an offer from self to others and also consumes self by looking at self on the screen - “you are a showcase for others and you are a showcase for yourself” [14]. The aim of this paper is to substantiate the identified self-definition concept of consumers “You are consuming yourself”. Accordingly, the research question is: does the modern consumer consume him/herself and how does this influence decision-making in the changing environment of today?