The Relationships among Frugality, Materialism and Consumer’s Need for Uniqueness

Öz Materialism, consumer’s need for uniqueness and frugalityconcepts are very important for companies, theirmarketing strategies and environmental sustainability.This paper is examined the relationships among materialism,frugality and consumers’ need for uniqueness(CNU) concepts. The data was collected by questionnaireand it was carried out for 350 Turkish consumers.Firstly, exploratory factor analysis was made andthen, structural equation modeling (SEM) was usedto analyze the hypothesis. Turkish consumers’ needfor uniqueness consisted of avoidance similarity andunpopular choice dimensions. Unpopular choice dimensionof the consumer’s need for uniqueness waspositively related to the frugality and statistically significantwhereas avoid of similarity dimension of the consumer’sneed for uniqueness was negatively related tothe frugality in addition to not statistically significant.Similarly, materialism was negatively related to frugality,but the relationship was not statistically significant.

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