Özet:

In this study, it has been purposed to determine the relationship between the reasons of hedonic consumption and Voluntary Simplicity Lifestyle ((VSL) and socio demographic characteristics in regard of both subjects. With this purpose, quota sampling surveys were made with 427 people in İzmir province by using the questionnaire including reasons of hedonic consumption and voluntary simplicity lifestyle scales (VSL). It is point out with the research that consumers have 5 different reasons of hedonic consumption and VSL consist 4 dimensions. According to correlation analysis between the reason of hedonic consumption and VSL, consumers who have high adventure and idea tendency on shopping have less VSL level and consumers who have high hedonic behavior in value and role shopping high VSL conscious. Social shopping behavior is not significant effect on VSL although it is concluded that the group of consumers with high social shopping orientation gives an importance to non-material aspect of life. It is also found that the characteristics of highest VSL orientation group are have high orientation of value shopping, role shopping, relatively less education and income level, middle and older age, married and female consumers

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