Abstract:

Due to the changing consumption habits, individuals have begun to build an emotional commitment to the products and services they use while meeting their needs. Consumption has gained a different dimension in the consumer's mind. The consumption behavior has begun to become a hedonic (prepared) attitude, from just the satisfaction of the basic needs with a beneficial approach. This study was conducted to identify the hedonic consumption trends of high school students who are supporters and to study the hedonic consumption behavior in terms of demographic characteristics and supportership. The research is a survey conducted with 700 high school students studying in Sivas. The study found that participants’ levels of adventure and relaxation, social, others’ pleasure, value and fashion shopping, and hedonic consumption were at a medium level. There have been statistically significant differences in the context of gender, income status, unplanned shopping status and support, hedonic consumption trends and other subdimensions. This work is important in terms of being a guide to and in terms of the study of the hedonic attitudes of the supporters.

Keywords: