THE EFFECT OF MINIMALISM ON LIFE SATISFACTION OF GENERATION Z: THE FULL MEDIATION ROLE OF SELF-FULFILLMENT

Öz

Investigating Generation Z's minimalism orientation is critical for adopting strategies that promote sustainable practices, given that the rapid depletion of resources. The study aims to explore the impact of Generation Z consumers' minimalism orientation on their life satisfaction in the scope of consumer behaviour. This study aims to examine the impact of Generation Z consumers’ minimalism orientation on their life satisfaction within the scope of consumer behavior. A quantitative research method was employed, and the sample consisted of 228 participants aged between 18 and 26, classified as members of Generation Z. Data were collected using an online survey through convenience sampling. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used for the analysis via SmartPLS software, and descriptive statistics were obtained through SPSS. The findings revealed that minimalism does not have a direct effect on life satisfaction among Generation Z consumers. However, minimalism positively influences self-fulfillment, and self-fulfillment, in turn, has a significant positive impact on life satisfaction. Furthermore, self-fulfillment was found to have a full mediating role in the relationship between minimalism and life satisfaction. Accordingly, minimalism enhances life satisfaction only when it meets psychological needs such as self-fulfillment among Generation Z consumers.

Anahtar Kelimeler

• Consumer minimalism
• life satisfaction
• generation Z
• self fullfillment
• sustainable consumption

Z KUŞAĞI TÜKETİCİLERİN MİNİMALİZM YÖNELİMLERİNİN YAŞAM TATMİNİ ÜZERİNDEKİ ETKİSİ: KENDİNİ GERÇEKLEŞTİRMENİN ARACILIK ROLÜ

Öz

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.

Anahtar Kelimeler

• Tüketici minimalizmi
• yaşam tatmini
• Z kuşağı
• kendini gerçekleştirme
• sürdürülebilir tüketim

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