Tüketicilerin Borca Karşı Tutumları ve Tutumluluk Eğilimleri Üzerinde Kişilik Özelliklerinin Etkisi
Turkish Studies-Social Sciences
Each consumer has personality traits. These traits have important effects on people's behavior and the decisions they make as consumers. Frugality is a concept that expresses the extent to which consumers constrain the use of resources. Various motivations underlie the constraints of consumers on consumption, although they have the means. The most important of these is the sensitivity felt in environmental issues. Frugality also includes the meaning of saving for the future. Contrary to the
... Contrary to the trend of materialism today, it suggests that consumers buy only the products and services they need. Materialism, on the other hand, suggests living in the present and not worrying about the future now. Consumers with this idea also show borrowing behavior when their own resources are not sufficient. In this study, it was tried to determine the effects of consumer personality traits on frugality and attitude to debt. University students were chosen as the main population in the research. With the convenience sampling method, face-to-face data were collected from 698 people from 56 different cities. Since the collection of study data takes place before January 1, 2020 (September-November 2019), an ethics committee authorization is not required. According to the results, there is a significant relationship between frugality and attitude towards debt. Personality traits are divided into five sub-dimensions. Responsibility from these dimensions affects frugality positively. Agreeableness affects the negative attitude towards debt, and conscientiousness affects the positive attitude towards debt negatively. Other personality traits, on the other hand, were not found to be statistically significant between the subdimensions of frugality and attitude towards debt. Structured Abstract: Today, consumers are in a dilemma regarding consumption. On the one hand, they are directed to excessive consumption and to define themselves with consumption activity through activities aimed at increasing materialist consumption trends, on the other hand, they are encouraged to use sustainable alternatives that will cause less energy consuming less waste due to environmental concerns. Consumers tend towards one of these two trends, according to what they have. Undoubtedly, there are various factors that affect every consumer as to which trend to choose. In addition to factors such as demographic characteristics and the social environment, personality traits also have implications for this preference. The reason for the differences between consumers who have exactly the same demographic and social characteristics is the differences in personality traits.