Gönüllü Sade Yaşam Tarzı ve Gösterişçi Tüketimin Mutluluk Üzerindeki Etkisi

Year 2023, Volume: 12 Issue: 3, 2210 - 2234, 30.09.2023

Aysel Kurnaz

https://doi.org/10.15869/itobiad.1333545

Abstract

Gönüllü sadelik, bireylerin bilinçli bir şekilde daha az tüketim yapmayı tercih ettiği ve sade bir yaşam sürdürmeyi benimsediği bir yaşam tarzıdır. Gösterişçi tüketim ise, bireylerin sosyal statü kazanma veya dikkat çekme amacıyla lüks ve pahalı ürünleri gösterişçi bir şekilde satın almasını ifade eder. Bu araştırmada, yaşam tarzı seçimi ve tüketim alışkanlığının bireylerin mutluluk düzeyleri üzerinde nasıl bir etki oluşturduğu sorusuna cevap aranmaktadır. Bu kapsamda mutluluk üzerinde etkili olabilecek iki farklı yaklaşımı ifade eden gönüllü sade yaşam tarzı ile gösterişçi tüketim yönelimi incelenmektedir. Bu araştırmanın temel amacı, bireylerin gönüllü sade yaşam tarzının ve gösterişçi tüketim yöneliminin onların mutluluğu üzerindeki etkisinin incelenmesidir. Araştırmanın ikincil amacı ise; gönüllü sade yaşam tarzının ve gösterişçi tüketim yöneliminin mutluluk üzerindeki etkisinde cinsiyete, eğitim durumuna ve yaşa göre farklılıkların tespit edilmesidir. Bu amaçlar doğrultusunda, kolayda örnekleme tekniğinden faydalanılarak online anket aracılığı ile 764 katılımcıya ulaşılmıştır. Temel bulgular değerlendirildiğinde, kişilerin gönüllü sade yaşam tarzı ortalamaları yüksek düzeyde bulunmuştur. Bunu mutluluk değişkenine ait ortalamalar izlemiştir. Gösterişçi tüketim yönelimine ait ortalamalar ise diğer yapılara nazaran en düşük düzeyde gerçekleşmiştir. Demografik özelliklere göre bireylerin mutluluk ve gönüllü sade yaşam tarzlarında anlamlı farklılıklar bulunurken, gösterişçi tüketim yönelimlerinde farklılıklar tespit edilmemiştir. Hipotez testi sonuçları, gönüllü sade yaşam tarzının mutluluk üzerinde pozitif yönde anlamlı bir etkisi olduğunu göstermektedir. Fakat gösterişçi tüketim yöneliminin mutluluk üzerinde anlamlı bir etkisi tespit edilememiştir. Ayrıca gönüllü sade yaşam tarzının mutluluk üzerindeki etkisinin cinsiyete, eğitim durumuna ve yaşa göre farklılaştığı tespit edilmiştir. Gösterişçi tüketim yöneliminin mutluluk üzerinde etkisi ise sadece eğitim durumuna göre farklılaşmaktadır.

Keywords

Tüketim, Gösterişçi Tüketim Yönelimi, Mutluluk, Sadelik, Gönüllü Sade Yaşam Tarzı

Project Number

-

Impact of Voluntary Simple Lifestyle and Conspicuous Consumption on Happiness

Abstract

Voluntary simplicity is a lifestyle in which individuals consciously prefer to consume less and adopt a simple life. On the other hand, conspicuous consumption refers to the pretentious purchase of luxury and expensive products in order to gain social status or attract attention. In this study, an answer is sought to the question of how lifestyle choices and consumption habits affect the happiness levels of individuals. In this context, the voluntary simple lifestyle and the conspicuous consumption orientation, which express two different approaches that can be effective on happiness, are examined. The basic objective of this research is to investigate the effects of individuals’ voluntary simple lifestyle and conspicuous consumption orientation on their happiness. The ancillary objective of the research is is to designate the differences in the effect of voluntary simple lifestyle and conspicuous consumption orientation on happiness by gender, educational status and age. In line with these objectives, 764 participants were accessed through an online questionnaire by way of using convenience sampling technique. When the basic findings were evaluated, the individuals’ voluntary simple lifestyle averages were found to be at a high level. This was followed by the averages of the happiness variable. The averages of the conspicuous consumption orientation were at the lowest level compared to the other structures. While there were significant differences in individuals’ happiness and voluntary simple lifestyles according to demographic characteristics, no differences were found in conspicuous consumption orientation. Hypothesis test results are demonstrate that voluntary simple lifestyle has a positive and significant effect on happiness. Yet, a significant effect of conspicuous consumption orientation on happiness could not be designated. Moreover, it has been designated that the effect of voluntary simple lifestyle on happiness differentiates based on gender, educational status and age. The effect of conspicuous consumption orientation on happiness differentiates only based on educational status.

Keywords

Consumption, Conspicuous Consumption Orientation, Happiness, Simplicity, Voluntary Simple Lifestyle

Supporting Institution

-

Project Number

-

Thanks

-

References

• Ahuvia, A. C. (2002). Individualism/collectivism and cultures of happiness: A theoretical conjecture on the relationship between consumption, culture and subjective well-being at the national level. Journal of Happiness Studies, 3, 23-36.
• Aktaş, E., Nas, Ş. & Gürbüz, E. C. (2020). Tüketimin mutluluk üzerindeki etkisi: Çukurova bölgesi örneği. Bulletin of Economic Theory and Analysis, 5(1), 21-40.
• Alexander, S. & Ussher, S. (2012). The voluntary simplicity movement: A multi-national survey analysis in theoretical context. Journal of Consumer Culture, 12(1), 66-86.
• Ambrose, M. (2010). Voluntary simplicity as an urban lifestyle: Resisting a consumer economy. (Unpublished doctoral dissertation). The University of Calgary.
• Anderson, J. C. & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.
• Bagwell, L. S. & Bernheim, B. D. (1996). Veblen effects in a theory of conspicuous consumption. The American Economic Review, 86(3), 349-373.
• Balderjahn, I., Lee, M. S., Seegebarth, B. & Peyer, M. (2020). A sustainable pathway to consumer wellbeing. The role of anticonsumption and consumer empowerment. Journal of Consumer Affairs, 54(2), 456-488.
• Bastian, B., Kuppens, P., De Roover, K. & Diener, E. (2014). Is valuing positive emotion associated with life satisfaction? Emotion, 14 (4), 639-645.
• Belk, R.W. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280.
• Besser, L. L. (2021). The Philosophy of Happiness: An Interdisciplinary Introduction. New York, Routledge.
• Boğa, Ö. & Başcı, A. (2016). Ağızdan ağıza pazarlamanın gösterişçi tüketim üzerine etkisi. Öneri Dergisi, 12(45), 463-489.
• Boshoff, E. & KotzeÌ, M. (2011). The conceptualization and measurement of philosophical approaches that influence ethical decision making in the work context: Part 1. African Journal of Business Ethics, 5(1), 36-49.
• Cengiz, H. & Torlak, Ö. (2021). Investigating the demographics and behavioural characteristics associated with voluntary simplicity lifestyles in a developed and a developing country: A comparison between US and Turkish simplifiers. Global Business Review, 22(1), 119-131.
• Charles, K., Hurst, E. & Roussanov, N. (2009). Conspicuous consumption and race. The Quarterly Journal of Economics, 124(2), 425-467.
• Chaudhuri, H. R. & Majumdar, S. (2006). Of diamonds and desires: Understanding conspicuous consumption from a contemporary marketing perspective. Academy of Marketing Science Review, 11, 1–18.
• Chaudhuri, H., Mazumdar, S. & Ghoshal, A. (2011). Conspicuous consumption orientation: Conceptualisation, scale development and validation. Journal of Consumer Behaviour, 10(4), 216-224.
• Cheng, H. & Furnham, A. (2002). Personality, peer relations, and self-confidence as predictors of happiness and loneliness. Journal of Adolescence, 25 (3), 327-339.
• Cohn, M.A., Fredrickson, B.L., Brown, S.L., Mikels, J.A. & Conway, A.M. (2009). Happiness unpacked: Positive emotions increase life satisfaction by building resilience. Emotion, 9 (3), 361-368.
• Çetin, M. & Yaylı, A. (2019). Restoran tercihinde gösterişçi tüketim eğilimi. Turizm Akademik Dergisi, 6 (2), 227-238.
• Çınar, D. (2021). A research on the evaluation of consumers’ voluntary simplicity lifestyle tendency in the covid-19 period. International Journal of Social Sciences and Education Research, 7(1), 12-23.
• Çirkin, Z. & Göksel, T. (2016). Mutluluk ve gelir. Ankara Üniversitesi SBF Dergisi, 71(2), 375-400.
• Deci, E.L. & Ryan, R.M. (2008). Hedonia, eudaimonia, and well-being: An introduction. Journal of Happiness Studies, 9, 1-11.
• DeLeire, T.A. & Kalil, A. (2010). Does consumption buy happiness? Evidence from the United States. International Review of Economics, 57, 163–176.
• Delhey, J. & Dragolov, G. (2016). Happier together. Social cohesion and subjective well-being in Europe. International Journal of Psychology: Journal International de Psychologie, 51 (3), 163-176.
• Demiessie, H. G., Hossain, M. R. & Shirin, S. (2021). The gateway to well-being and happiness: Re-defining individualism, voluntary simplicity and civilization. Asian J. Soc. Sci. Leg. Stud, 3(3), 59-74.
• Demir, M. (2010). Close relationships and happiness among emerging adults. Journal of Happiness Studies, 11, 293-313.
• Diener, E. (2000). Subjective well-being. The science of happiness and a proposal for a national index. The American Psychologist, 55 (1), 34-43.
• Easterlin, R. A. & Sawangfa, O. (2010). Happiness and economic growth: Does the cross section predict time trends? Evidence from developing countries. International Differences in Well-being, 166-216.
• Eastman, J. K., Goldsmith, R. E. & Flynn, L. R. (1999). Status consumption in consumer behavior: Scale development and validation. Journal of Marketing Theory and Practice, 7(3), 41-52.
• Eimermann, M., Lindgren, U. & Lundmark, L. (2021). Nuancing holistic simplicity in Sweden: A statistical exploration of consumption, age and gender. Sustainability, 13(15), 8340, 1-16.
• Elgin, D. & Mitchell, A. (1977). Voluntary Simplicity. The Co-Evolution Quarterly, Summer, 1-30.
• Fornell, C. & Larcker D. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.