X ve Y Kuşaklarında Gönüllü Sadelik Algısının Tüketici Karar Tarzlarına Etkisi

Gönüllü sadelik algısı, bireyin genişletilmiş benliğini kendi isteğiyle sadeleştirme arzusudur. Her birey bir tüketicidir. Bireyin gönüllü sadelik konusundaki algısının bir tüketici olarak davranışlarını etkilemesi; onu daha az ve yalın tüketime itmesi beklenen bir durumdur. Bu çalışmada gönüllü sadelik algısının tüketici karar tarzları üzerine etkisi ile bu algının tüketicinin X ya da Y kuşağına mensup olmasıyla herhangi bir değişim gösterip göstermediği değerlendirilmiştir. Çalışma kapsamında gönüllü sadelik algısı kavramının boyutları olarak bilinçli tüketim eğilimi ile sürdürülebilir tüketim eğilimi belirlenmiştir. Tüketici karar tarzları kapsamında ise sekiz boyuttan oluşan karar tarzı ölçeği kullanılmıştır. Araştırma kapsamında 504 kişiye anket uygulanmıştır. Toplanan veriler çoklu regresyon ve MANOVA analizi ile değerlendirilmiştir. Araştırma sonucunda gönüllü sadelik algısının boyutları ile farklı tüketici karar tarzları arasındaki ilişki incelenerek, gönüllü sadelik algısının nesillere göre farklılaşıp farklılaşmadığı ortaya konmuştur.

The Effect of Voluntary Simplicity Perceptıon on Consumer Decision Styles in X And Y Generations

The sense of voluntary simplicity is the desire of the individual to simplify his/her extended self. It is natural that this supply may differ in generations representing different age groups. These individuals also form consumers at the same time, and consumers have different modes of decision. In this study, it was evaluated whether the voluntary simplicity perception affected the consumer decision styles and whether the consumer of the consumer belonged to the X or Y chain. Within the scope of the study, conscious consumption tendency and sustainable consumption tendency were determined as the dimensions of the concept of voluntary simplicity perception. Within the scope of consumer decision styles, decision style scale consisting of eight dimensions was used. Within the scope of the research, a questionnaire was applied to 504 individuals and collected data were evaluated by multiple regression and MANOVA analysis. As a result of the research, the relationship between the dimensions of voluntary simplicity perception and different consumer decision styles was examined and it was revealed that the perception of voluntary simplicity varied according to the generations.

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