AN EMPIRICAL STUDY ON ANTECEDENTS OF CONSUMPTION VALUES: THE MODERATING EFFECT OF SOCIAL CLASS

Year 2020, Issue: 26, 115 - 134, 13.01.2020

Tülin Ural , Betül Balıkçıoğlu , Oğuz Oypan

https://doi.org/10.18092/ulikidince.567924

Abstract

Recently,
cultural transformation has resulted in changing consumption values. Lack of
the deeper explanations regarding the antecedents of consumption values is the
motivation of this study. The study aims to explain the effects of global
consumer culture, individualism, collectivism and materialism as antecedents,
on consumption values of consumer. A partial least square
structural equation modeling (PLS-SEM) and multi-group analysis was applied to test the hypotheses suggested in the structural model. The results
indicate that materialism partially mediates the relationship between global
consumer culture and consumption values and, the relationship between
collectivism and consumption values. Materialism full mediates the relationship
between individualism and consumption values. The results reveal that there are
no differences the direction and power of the structural model paths between
middle-class group and other-class group except for indirect effects.

Keywords

Social Class, İndividualism, Collectivism, Materialism, Consumption Values

Supporting Institution

YOK

Project Number

YOK

Thanks

YOK

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