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- Title
Tüketicilerin Gösterişçi Tüketim Eğilimlerinin Y Ve Z Kuşağı Açısından İncelenmesi.
- Authors
CESUR, Zafer; ÇAM, Burcu CANDAN
- Abstract
Consumption can be defined as the satisfaction of specific human wants and needs in exchange for a price for services produced. The meaning attributed to consumption has also changed over the years. Consumption has become an activity that not only fulfills the biological needs of people, but also for people who want to have a place in society and status. Veblen argued that consumption has a pretentious dimension. The concept of conspicuous consumption has been introduced into the literature. Conspicuous consumers also benefit from the social status, prestige, and reputation that the products/services bestow on them by talking to the people around them about the products/services they use. In the consumption society we live in, people define themselves through consumption objects and patterns and reflect them to their environment. From this point of view, consumption is a form of communication. In conspicuous consumption, it is seen as a form of consumption in which a person separates himself from the class he is in by imitating the consumption patterns of the upper class and brings him closer to the upper class. In the context of conspicuous consumption, consumption objects gain some symbolic meanings such as privilege, aesthetics, wealth and luxury. Therefore, consuming objects for a ostentatious purpose can be seen as the consumption of symbolic meanings attributed to the object rather than the object itself, in other words, the latent powers that can make a person rich, enjoyable or distinguished and make them different. The aim of this research is to determine whether there is a difference between the conspicuous consumption tendencies of the y and z generation consumers. In this direction, the conspicuous consumption tendencies and sub-dimensions of consumers were confirmed with Confirmatory factor analysis and it was determined that the z generation consumers had more conspicuous consumption tendencies than the y generation consumers.
- Subjects
CONSPICUOUS consumption; CONSUMPTION (Economics); MILLENNIAL consumers; GENERATION Z consumers; CONFIRMATORY factor analysis
- Publication
Balkan & Near Eastern Journal of Social Sciences (BNEJSS), 2022, Vol 8, p73
- ISSN
2149-9314
- Publication type
Article