TY  - JOUR
T1  - Z KUŞAĞI TÜKETİCİLERİN MİNİMALİZM YÖNELİMLERİNİN YAŞAM TATMİNİ ÜZERİNDEKİ ETKİSİ: KENDİNİ GERÇEKLEŞTİRMENİN ARACILIK ROLÜ
TT  - THE EFFECT OF MINIMALISM ON LIFE SATISFACTION OF GENERATION Z: THE FULL MEDIATION ROLE OF SELF-FULFILLMENT
AU  - Gelibolu, Müzeyyen
PY  - 2025
DA  - June
Y2  - 2025
DO  - 10.36543/kauiibfd.2025.014
JF  - Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
JO  - KAÜİİBFD
PB  - Kafkas Üniversitesi
WT  - DergiPark
SN  - 1309-4289
SP  - 355
EP  - 381
VL  - 16
IS  - 31
LA  - tr
AB  - Kaynakların hızla tüketildiği günümüzde geleceği şekillendirme potansiyeline sahip olan Z kuşağının minimalizm yönelimlerinin araştırılması, sürdürülebilir uygulamaları teşvik edecek pazarlama stratejilerinin benimsenmesi açısından önemlidir. Bu araştırmanın amacı Z kuşağı tüketicilerin minimalizm yönelimlerinin yaşam tatmini üzerindeki etkisini tüketici davranışları kapsamında araştırmaktır. Araştırmada nicel yöntemler kullanılmıştır. Çalışmanın örneklemini Z kuşağı olarak sınıflandırılan 18-26 aralığındaki tüketiciler oluşturmaktadır. Kolayda örnekleme ile çevrimiçi anket yöntemi kullanılarak 228 katılımcıdan veri toplanmıştır. Araştırmanın analizleri En Küçük Kareler Yöntemi Yapısal Eşitlik Modellemesi (EKKY-YEM) ile gerçekleştirilmiş; tanımlayıcı istatistikler için SPSS yazılımı kullanılmıştır. Çalışma sonuçlarına göre minimalizmin Z kuşağı tüketicilerinin yaşam tatmini üzerinde doğrudan bir etkisi bulunmamaktadır. Bununla birlikte, minimalizmin kendini gerçekleştirme üzerinde olumlu bir etkisi olduğu; kendini gerçekleştirmenin ise yaşam tatmini üzerinde pozitif bir etkisinin bulunduğu sonucuna ulaşılmıştır. Ayrıca, kendini gerçekleştirmenin, minimalizmin yaşam tatmini üzerindeki etkisinde tam aracı rol oynadığı belirlenmiştir. Bu doğrultuda, minimalizmin yaşam tatminini artırabilmesi, Z kuşağının psikolojik gereksinimlerinden biri olan kendini gerçekleştirme ihtiyacını karşılaması durumunda mümkün olmaktadır.
KW  - Tüketici minimalizmi
KW  - yaşam tatmini
KW  - Z kuşağı
KW  - kendini gerçekleştirme
KW  - sürdürülebilir tüketim
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UR  - https://doi.org/10.36543/kauiibfd.2025.014
L1  - https://dergipark.org.tr/tr/download/article-file/4439388
ER  -