Abstract
This study deals with the influence of materialism on fashion involvement and of fashion involvement on mavenism, purchase decision involvement and recreational involvement. The data were collected via face-to-face survey method. The surveys were administered through convenience sampling method to generation X and Y members separately. Structural equation modeling was used to test generation X and Y models. At the end of the study, it was seen that generation Y are more materialist, involved in fashion and recreational shopping, and share their views of fashion products with others more. In addition, it was found out that the centrality materialism of generation X do not have any significant influence on their fashion involvement and their fashion involvement does not have any significant influence on their recreational shopping involvement whereas the success materialism of generation Y members do not have significant influence on fashion involvement.
Highlights
Materialism refers to one’s belief that material things lead a person to happiness and social advancement (Parker et al, 2009)
The purpose of this study is to reveal how the fashion involvements of consumers for different generations differ from each other in terms of involvement, mavenism, and materialism.A considerable amount of Turkish population is included in generation Y though it is generation X, the middle and advanced aged people, which stand out when it comes to economic power
Since generations are highly important for marketers, this study deals with the relationships between fashion involvement, materialism, mavenism, recreation, and purchasing 2 0 1 6 / 1 decision involvement within the context of generation “X” and “Y”
Summary
Materialism refers to one’s belief that material things lead a person to happiness and social advancement (Parker et al, 2009). There is an over-commercialized or of materialist society (Allison, 2009). People fall under the wearing well-known brands, making up reasons or excuses for consumption, and keeping up with the latest fashion. Some of the consumers in this market purchase material things to take pleasure from life and be successful and place them in preferences is fashion. Fashion is a concept referring to the change in one’s mentality in social and cultural terms as well as consumption and purchase behaviors.
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