Dindarlık, Materyalizm ve Gönüllü Sadelik Arasındaki İlişkilerin Anlaşılması

Öz

Amaç: Mevcut çalışmanın amacı; tüketicilerin içsel ve dışsal dindarlık değerleri ile materyalistik değerlerinin, gönüllü sadelik değerleri üzerindeki etkisini incelemek, söz konusu değişkenler arasındaki ilişki mekanizmasını ortaya koymaktır. Yöntem: Kartopu örneklemesi ve çevrimiçi anket yöntemi kullanılarak 440 katılımcıya ulaşılmış, çalışma için nitelikli yapıdaki potansiyel katılımcıları ortaya koymak üzere filtre sorulara yer verilmiştir. Filtre sorular ve eksik cevaplama nedeniyle elenen kişilerden sonra 277 katılımcıdan elde edilen veriler üzerinde yapısal eşitlik modellemesi yardımıyla araştırma hipotezleri bootstrapping metodu ile test edilmiştir. Bulgular: Araştırma sonuçlarına göre; içsel dindarlığın materyalistik değerleri negatif yönde gönüllü sadelik değerlerini ise pozitif yönde etkilediği; dışsal dindarlığın ise ne materyalistik değerleri ne de gönüllü sadelik değerlerini etkilediği bulunmuştur. Diğer taraftan materyalistik değerlerin, gönüllü sadelik değerlerini negatif olarak etkilediği sonucuna ulaşılmıştır. Ayrıca içsel dindarlığın, materyalizm aracılığı ile gönüllü sadeliği etkilediği de ortaya konulmuştur. Sonuç: Mevcut çalışma, dindarlığın maddi değerleri azalttığını buna karşılık, tüketim karşıtı bir bakış açısını ifade eden gönüllü sadelik değerlerini artırdığını, fakat dışsal dindarlığın materyalizm ve gönüllü sadeliğin değişmesinde bir rol oynamadığını göstermektedir. Dolayısıyla, dindarlığın kişisel çıkarları göz ardı ederek dinin gerçek ruhuna uygun bir şekilde içselleştirildiğinde, maddi değerleri engellediğini ve gönüllü sadeliği artırdığını göstermiştir. Ayrıca bu etki mekanizmasında içsel dindarlık değerlerinin hem doğrudan hem de materyalistik değerler aracılığı ile dolaylı bir gücü olduğu da anlaşılmıştır. Özgünlük: Mevcut çalışma, sadece öğrencilerden oluşmayan bir tüketici grubu üzerinde, gelişmekte olan bir ülke bağlamında, tüketicilerin içsel ve dışsal dindarlık değerleri, materyalistik değerleri ve gönüllü sadelik değerleri arasındaki doğrudan ve dolaylı ilişkileri bir arada (bütüncül bir yaklaşımla) ele alarak bu mekanizmanın nasıl işlediğini ortaya koymakta ve bu sayede tüketici davranışı literatürünün zenginleşmesine ve pazarlama uygulayıcılarının pazarlama ve iletişim stratejilerini oluşturmasına katkı sağlamaktadır.

Anahtar Kelimeler

• Gönüllü sadelik
• dindarlık
• materyalizm
• tüketim karşıtlığı.

Understanding the Relationships between Religiosity, Materialism and Voluntary Simplicity

Öz

Aim: This study examines the effect of consumers' intrinsic and extrinsic religiosity and materialistic values on voluntary simplicity values and reveals the relationship mechanism between these variables. Method: An online survey instrument coupled with a snowball sampling methodology was employed to reach 440 participants, and filter questions were included to identify potential participants with a suitable profile for the study. Due to providing unwanted responses to the filter questions or missing responses, some participants were excluded from the sample. Consequently, data from 277 participants were analysed using structural equation modelling with the bootstrapping method to test research hypotheses. Results: According to the research results, intrinsic religiosity negatively influences materialistic values and positively affects voluntary simplicity values. In contrast, extrinsic religiosity did not affect materialistic or voluntary simplicity values. On the other hand, it was concluded that materialistic values negatively affect voluntary simplicity values. Furthermore, it was revealed that intrinsic religiosity influences voluntary simplicity via materialism. Conclusion: The current study shows that religiosity reduces material values and increases voluntary simplicity values, which express an anti-consumption perspective, but extrinsic religiosity does not play a role in the change of materialism and voluntary simplicity. Therefore, it has been demonstrated that when religiosity is internalised in accordance with the true spirit of religion, disregarding personal interests, it hinders material values and increases voluntary simplicity. Furthermore, it has been discovered that intrinsic religiosity values have both a direct and an indirect power through materialistic values in this mechanism of influence. Originality: The present investigation represents the inaugural effort to analyse the direct and indirect relationships between consumers' intrinsic and extrinsic religiosity values, materialistic values, and voluntary simplicity values within a developing country context, thereby contributing to the enrichment of consumer behaviour literature and providing insights for marketing practitioners in developing marketing and communication strategies.

Anahtar Kelimeler

• Voluntary simplicity
• religiosity
• materialism
• anti-consumption.

Kaynakça

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