Kişilik Özelliklerinin Gönüllü Sadelik Bağlamında Sürdürülebilir Satın Alma Davranışına Etkisi

Öz

Tüketim yalnızca ihtiyaç temelli bir faaliyet olmaktan çıkıp, bireylerin kişiliklerini ortaya koyan sosyal bir olguya dönüşmüştür. Bu bağlamda, kişilik özelliklerinin tüketim tercihlerine yön verici bir rol oynadığı düşünülmektedir. Dünyadaki kıt kaynakların insanlığı sürdürülebilir tüketime doğru ittiği bu dönemde, yapılan her çalışmanın kıymetli olduğu düşünülmektedir. Araştırmada, gönüllü sadelik; alışverişte temkinli tutumlar, kendi kendine yeterliliği kabul etme, gönüllü sade yaşam arzusu gibi değerlerle ilişkilendirilmiştir. Kişilik özellikleri ise bireylerin bu değerlere ne ölçüde yakınlık gösterdiğini belirlemede temel bir değişken olarak ele alınmıştır. Çalışmanın odak noktası kişilik özelliklerinin, gönüllü sadelik üzerinden sürdürülebilir satın alma niyet ve davranışına etkisini ortaya koymaya çalışmasıdır. Sonuçlar, sürdürülebilir satın alma davranışının en güçlü yordayıcısının, bireylerin sürdürülebilir satın alma niyeti olduğu belirlenmiştir. Sürdürülebilir satın alma niyetini; temkinli alışveriş tutumları, öz yeterlilik inancı ve sade yaşam arzusu anlamlı düzeyde etkilemektedir. Bu yapıların temelinde ise genellikle sorumluluk ve uyumluluk gibi kişilik boyutları yer almaktadır. Buna karşılık, dışa dönüklük, deneyime açıklık ve duygusal dengesizlik (nevrotiklik) gibi kişilik özelliklerinin bu süreç üzerindeki etkileri daha sınırlı kalmıştır. Elde edilen bulgular, sürdürülebilir tüketim davranışlarının kişilik özellikleri çerçevesinde çok boyutlu biçimde değerlendirilebileceğini göstermektedir.

Anahtar Kelimeler

• Tüketici davranışı
• Gönüllü sadelik
• Kişilik özellikleri
• Sürdürülebilir satın alma

The Effect of Personality Traits on Sustainable Purchase Behavior in the Context of Voluntary Simplicity

Öz

Consumption has evolved from being a purely need-based activity into a social phenomenon through which individuals express their personalities. In this context, personality traits are considered to play a pivotal role in shaping consumer preferences. In an era where the scarcity of global resources is compelling societies toward sustainable consumption, research in this area is regarded as increasingly valuable. In this study, voluntary simplicity is conceptualized in relation to values such as cautious purchasing attitudes, the acceptance of self-sufficiency, and the aspiration for a voluntarily simple lifestyle. Personality traits are treated as a fundamental variable in determining the degree to which individuals adopt these values. The central aim of the research is to examine the influence of personality traits on sustainable purchase intention and behavior, mediated through voluntary simplicity.The findings indicate that the most significant predictor of sustainable purchasing behavior is individuals’ intention to engage in sustainable purchasing. This intention is meaningfully influenced by cautious shopping tendencies, a belief in self-efficacy, and the desire for a simple life. These constructs are primarily underpinned by personality dimensions such as conscientiousness and agreeableness. Conversely, traits such as extraversion, openness to experience, and neuroticism appear to have a more limited impact on this process. The findings show that sustainable consumption behaviors can be evaluated multidimensionally within the framework of personality traits.

Anahtar Kelimeler

• Consumer behavior
• Voluntary simplicity
• Personality traits
• Sustainable purchasing

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