Tüketicilerin Benlik Saygısı, Tüketici Materyalizmi ve Başkalarından Geri Kalmama Arzularının Gösterişçi Tüketim Bağlamında Değerlendirilmesi

Özer Yılmaz; Fatma Zeybek Pınarbaşı; Itır Hasırcı

Research Article

Tüketicilerin Benlik Saygısı, Tüketici Materyalizmi ve Başkalarından Geri Kalmama Arzularının Gösterişçi Tüketim Bağlamında Değerlendirilmesi

Year 2025, Volume: 10 Issue: 1, 450 - 465

Özer Yılmaz , Fatma Zeybek Pınarbaşı , Itır Hasırcı

Abstract

Hızla dönüşen tüketim dünyası, tüketicilerin sosyal bir kimlik oluşturmasının yolu haline gelerek köklü değişimler göstermiştir. Bu bağlamda araştırmada; tüketicilerin benlik saygısı, gösterişçi tüketimi, tüketici materyalizmi ve başkalarından geri kalmama arzuları arasındaki ilişkiler incelenmiştir. Bu kapsamda, Bandırma ilçesindeki bulunan 363 tüketiciye online anket çalışmasından ele edilen veriler, Jamovi 2.6 paket programı ve R programlama dili temelli Syntax ile analiz edilmiştir. Elde edilen bulgular, tüketicilerin benlik saygısı arttığında, başkalarından geri kalmama arzularının ve materyalizmin azalışa geçtiğini göstermektedir. Bununla birlikte başkalarından geri kalmama arzusunda olan tüketicilerin gösterişçi tüketime yöneldikleri ve materyalizme yönelen tüketicilerin gösterişçi tüketime yatkın oldukları anlaşılmaktadır.

Keywords

Gösterişçi tüketim, Benlik saygısı, Tüketici materyalizmi, Başkalarından geri kalmama arzusu.

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Evaluation of Consumers’ Self-Esteem, Consumer Materialism and Their Desire to Remain Ahead of Others in the Context of Conspicuous Consumption

Year 2025, Volume: 10 Issue: 1, 450 - 465

Özer Yılmaz , Fatma Zeybek Pınarbaşı , Itır Hasırcı

Abstract

The rapidly changing world of consumption has shown radical changes as it has become a way for consumers to create a social identity. In this context, the research examined the relationships between consumers’ self-esteem, conspicuous consumption, consumer materialism and their desire to keep up with others. In this context, the data from the online survey of 363 consumers in the Bandırma district were analyzed with the Jamovi 2.6 package program and R programming language-based Syntax. The findings show that when consumers’ self-esteem increases, their desire to keep up with others and materialism decreases. However, it is understood that consumers who desire to keep up with others tend to engage in conspicuous consumption, and materialistic consumers are prone to conspicuous consumption.

Keywords

Conspicuous consumption, Self-esteem, Consumer materialism, Consumer susceptibility to interpersonal desire.

References

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Primary Language	Turkish
Subjects	Consumer Behaviour
Journal Section	Research Article
Authors	Özer Yılmaz 0000-0002-8207-8682 Fatma Zeybek Pınarbaşı 0000-0003-3525-0520 Itır Hasırcı 0000-0002-5449-2640
Early Pub Date	May 28, 2025
Publication Date
Submission Date	January 23, 2025
Acceptance Date	April 17, 2025
Published in Issue	Year 2025 Volume: 10 Issue: 1

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APA	Yılmaz, Ö., Zeybek Pınarbaşı, F., & Hasırcı, I. (2025). Tüketicilerin Benlik Saygısı, Tüketici Materyalizmi ve Başkalarından Geri Kalmama Arzularının Gösterişçi Tüketim Bağlamında Değerlendirilmesi. JOEEP: Journal of Emerging Economies and Policy, 10(1), 450-465.

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JOEEP is published as two issues per year June and December and all publication policies and processes are conducted according to the international standards. JOEEP accepts and publishes the research articles in the fields of economics, political economy, fiscal economics, applied economics, business economics, labour economics and econometrics. JOEEP, without depending on any institution or organization, is a non-profit journal that has an International Editorial Board specialist on their fields. All “Publication Process” and “Writing Guidelines” are explained in the related title and it is expected from authors to Show a complete match to the rules. JOEEP is an open Access journal.