X ve Y Kuşaklarında Gönüllü Sadelik Algısının Tüketici Karar Tarzlarına Etkisi
The Effect of Voluntary Simplicity Perception on Consumer Decision Styles in X And Y Generations

Summary/Abstract: 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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