Özet:

In the dynamic environment of the market in the purchasing behavior of consumers, importance of innovation is increasing nowadays. The purpose of this study is to determine the relationship between the behavior of consumers with hedonistic innovation, social and voluntary simple lifestyle size. This research is considered as a descriptive study, 324 university academics of Dumlupınar University structured questionnaire administered data was obtained by convenience sampling method. In data analyze, data was obtained with factor analysis, hypothesis testing was performed with regression analysis. According to the results obtained from the research, the highest …has been found between behavior of consumers with hedonistic innovation and cautious attitude which is on of dimensions of the voluntary simple lifestyle.

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