Özet:

It can be stated that consumption behavior emerges when the individual primarily meets his / her mandatory needs. Especially in today's world, consumption has become a cultural phenomenon that allows the individual to express himself. In this context, it can be mentioned that hedonic shopping value is related to the values taken from the sensory, desire-related and emotional aspects of the shopping experience of the consumer, and the utilitarian shopping value is related to the rational expectations of the consumer. Consumers can purchase both local and global brands while meeting these expectations. Especially in recent years, with the development of technology, the increase in interaction between people around the world has led to the formation of a common consumption culture and in this direction, the demand for global brands has increased. Those who adopt this global culture at a high level identified it with the global consumer culture and made it a kind of lifestyle. Global brands have worldwide awareness, availability, acceptance and demands. Because of these qualities, global brands create a sense of identity, success and identification for consumers and symbolize the desired values of global consumption culture. In this study, within the scope of this framework, it is aimed to reveal the effects of Utilitarian and Hedonic Shopping Values on the level of "self-identification with global consumer culture". The study was carried out with 303 people determined by convenience sampling method. SPSS V.27 package program was used in data analysis and multiple regression analysis was performed. It was determined that hedonic shopping value positively and strongly affected self-identification with global consumer culture, and utilitarian shopping value positively and weakly affected self-identification with global consumer culture. It is thought that it may be possible to catch clues from the findings about developing appropriate policies in order to adapt to globalization for businesses.

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