Abstract:

The aim of the study was the determination of the effects of the materialist tendencies of individuals in society on consumer innovation. The sample of the present study was comprised of the people residing in Erzincan in 2019. In the study, the materialist tendency scale and consumer innovation scale were used. There are a total of 33 questions in the questionnaire including demographic variables. Relationships between materialist tendencies and consumer innovation variables and demographic characteristics of the participants were examined. The analyses were performed using the SPSS package program. In the first part of the study, which consisted of two parts, the relevant literature was discussed, and the relationships between concepts are explained. In the second part, the research hypotheses were analyzed. According to the results of the research, as the materialist tendencies of the people residing in Erzincan province increased, consumer innovation also increased. Various differences regarding demographic variables, materialistic tendencies, and consumer innovation were determined and interpreted.

Keywords: