Özet:

Materialism, consumer’s need for uniqueness and frugality concepts are very important for companies, their marketing strategies and environmental sustainability. This paper is examined the relationships among materialism, frugality and consumers’ need for uniqueness (CNU) concepts. The data was collected by questionnaire and it was carried out for 350 Turkish consumers. Firstly, exploratory factor analysis was made and then, structural equation modeling (SEM) was used to analyze the hypothesis. Turkish consumers’ need for uniqueness consisted of avoidance similarity and unpopular choice dimensions. Unpopular choice dimension of the consumer’s need for uniqueness was positively related to the frugality and statistically significant whereas avoid of similarity dimension of the consumer’s need for uniqueness was negatively related to the frugality in addition to not statistically significant. Similarly, materialism was negatively related to frugality, but the relationship was not statistically significant.

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