Tüketici Minimalizminin Sürdürülebilir Satın alma Niyetine Etkisinde Kendini Gerçekleştirmenin Aracılık Rolü

Öz

Minimalizm, az sayıda mal ve mülkiyete sahip olmayı temel alan, tüketim faaliyetlerinde etik değerleri ön planda tutulduğu ve tüketicilerin yaşam biçimini organize ederek yaşam memnuniyeti sağlayan yeni bilinçli bir tüketim yaklaşımıdır. Kaynakların hızla tüketildiği günümüzde geleceği yönlendirme potansiyeline sahip olan Z kuşağının minimalizm yönelimlerinin araştırılması, sürdürülebilir uygulamaları teşvik edecek stratejilerin geliştirilmesi açısından önem arz etmektedir. Bu araştırmanın amacı Z kuşağı tüketicilerin minimalizm yönelimlerinin sürdürülebilir satın alma niyeti üzerindeki etkisi ile kendini gerçekleştirmenin bu etkideki aracılık rolünü araştırmaktır. Araştırmada nicel yöntemler kullanılmıştır. Çalışmanın örneklemini Z kuşağı olarak sınıflandırılan 18-26 aralığındaki tüketiciler oluşturmaktadır. Kolayda örnekleme ile çevrimiçi anket tekniği kullanılarak 265 katılımcıdan veri toplanmıştır. Veri analizleri KEKK-YEM (Smart PLS) ile yapılmıştır. Tanımlayıcı istatistikler için SPSS paket programı kullanılmıştır. Çalışma sonucunda minimalizmin Z kuşağı tüketicilerinin sürdürülebilir satın alma niyeti üzerinde olumlu etkisinin olduğu ve kendini gerçekleştirmenin bu etkiye aracılık ettiği ortaya çıkmıştır. Çalışma Z kuşağının sürdürülebilir tüketim biçimi olarak minimalizm yönelimini ele alarak ulusal ve uluslararası tüketici davranışı alan yazına katkı sağlaması beklenmektedir.

Anahtar Kelimeler

• Tüketici minimalizmi
• sürdürülebilir satın alma niyeti
• kendini gerçekleştirme
• Z kuşağı

The Mediating Role of Self-Fulfillment in the Effect of Consumer Minimalism on Sustainable Purchase Intention

Öz

Minimalism is a new conscious consumption approach that is based on owning few goods, prioritizing ethical values in consumption activities, and enhancing life satisfaction by organizing consumers' lifestyles. In today's world where resources are rapidly consumed, investigating the minimalism orientations of Generation Z, which has the potential to direct the future, is important in developing strategies that will encourage sustainable practices. The aim of this study is to investigate the effect of minimalism orientations of Generation Z consumers on sustainable purchasing intention and the mediating role of self-fulfilment in this effect. The study was conducted using the quantitative research method. The sample of the study consists of consumers between the ages of 18-26, classified as Generation Z. 265 sample units were reached using the online survey technique with convenience sampling. The data were analysed using partial least squares structural equation modelling (Smart PLS). SPSS package program was used for descriptive statistics. As a result of the study, it was revealed that minimalism has a positive effect on the sustainable purchasing intention of Generation Z consumers and self-fulfilment mediates this effect. The study contributes to the literature on national and international consumer behaviour by addressing the minimalism orientation as a sustainable consumption style of Generation Z.

Anahtar Kelimeler

• Consumer minimalism
• sustainable purchase intention
• self-fulfillment
• gen Z

Kaynakça

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