Özet:

The main objective of this study is to identify the relationship between consumer social approval needs and innovative trends and to be able to offer recommendations to companies that will offer new products to the market. Method - For this purpose, a survey was applied to a total of 402 consumers belonging to the Y and Z generations. These surveys were made on selected consumers through sample. The Pearson Correlation Analysis has been applied to study the relationships between the scores obtained from the scores. In the framework of the study, linear regression analyses have been carried out to determine the impact of the need for social approval on consumer innovation. The findings - The research found that the social acceptance needs and consumer innovation levels of consumers of the Z generation were higher than the consumers of the Y generation, and that there was a meaningful and positive relationship between the social acceptance needs and consumer innovation. Debate - Businesses have the obligation to take into account consumers' desires and needs when they offer a new product, and this obligation also brings the obligation to recognize innovative consumers that make it easier to understand what they expect from a new product. Identification of consumer innovation and factors affecting this trend makes it easier for to find answers to questions that will allow them to develop strategies for the new product they will offer to the market. It is believed that consumers' interaction in social environments and the need for approval arising from this interaction and the level of this need affect their consumer behavior and innovative trends as they affect their personal relationships.