Materyalist Eğilim ve Tüketici Ahlakının Gösterişçi Tüketim Eğilimi Üzerindeki Etkisi

Günümüzde çoğu insan için ürün satın almanın ardında yatan temel sebep, ürünün birincil faydasını ifade eden rasyonel temelden uzaklaşmış durumdadır. İnsanlar genellikle sosyal onay almak, statülerini göstermek, başkaları tarafından takdir edilmek vb. sebepleri barındıran ikincil fayda için ürün satın alma davranışı göstermektedir. Ürünün rasyonel faydasını yok sayıp ikincil faydasına yönelik yapılan tüketim, gösterişçi tüketim olarak isimlendirilmektedir. Bu çalışmada gösterişçi tüketim eğilimi üzerinde materyalist eğilim ve ahlaki tüketim eğilimi ile birlikte demografik değişkenlerden cinsiyet ve aylık harcama miktarının anlamlı bir etkisi olup olmadığının tespit edilmesi amaçlanmıştır. Yapılan çoklu doğrusal regresyon analizi sonucunda, bahsi geçen değişkenlerin gösterişçi tüketim üzerinde anlamlı etkisi olduğu; bağımsız örneklem t testi sonucunda ise kadınlar ve erkekler arasında gösterişçi tüketim eğilimi açısından anlamlı bir farklılık olduğu tespit edilmiştir.

Anahtar Kelimeler:

Gösterişçi Tüketim, Materyalist Eğilim, Tüketici Ahlakı

Effects of Materialistic Tendency and Ethical Consumerism on Conspicuous Consumption Tendency

Nowadays, the basic reason behind purchasing is far from rational basis indicating primary benefit. People generally show purchasing behaviour for secondary benefit including receiving social acceptance, showing status, being appreciated by others and etc. The consumption behaviour and/or tendency oriented to secondary benefit by disregarding the rational benefit is named as conspicuous consumption. In this study, it was aimed to determine whether sex and monthly spending amount variables with materialistic tendency and ethical consumption tendency have effect on conspicuous consumption tendency or not. With this purpose 200 female and 200 male students studying in F.E.A.S. at a public university were determined and questionnaire method was applied as a data collecting method. The study was pursued in 2018 spring term and completed in 3 months. As a result of multiple regression analysis applied on the collected data, it was determined that the aforementioned variables have significant effect on conspicuous consumption; and as a result of independent sample t test it was determined that there is a significant difference between females and males in terms of conspicuous consumption tendency.

Keywords:

Conspicuous Consumption, Materialistic Tendency, Ethical Consumerism,

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