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Abstract

Nowadays, many individuals are concerned about the consequences of overconsumption. Therefore, individuals have become more interested in non-materialism, environmental consciousness and spiritual well-being. A "Voluntary Simplicity" lifestyle, defined as being outwardly simple and inwardly rich, is becoming an alternative way of living for some consumers. This study aims to understand the interest in this concept within the context of Turkey as an emerging market. For this study a sample of Turkish consumers has been divided into groups with similar characteristics related to their voluntary simplicity attitude and behavior; with these the demographic profiles of these clusters are determined. The results are believed to provide insights for firms active in marketing in Turkey.

Keywords: voluntary simple lifestyle, anti-consumerism, cluster analysis.

Türkiye'de Gönüllü Sadelik Düzeyleri Üzerine Bir Çalisma

Özet

Günümüzde birçok birey asiri tüketimin çevre ve insanlar için olumsuz sonuçlar yaratacagi endisesi içindedir. Bu nedenle, bireyler anti-materyalizm, çevre bilinci ve ruhsal saglik konulariyla daha fazla ilgilenmeye baslamislardir. Maddesel olarak sade, içsel olarak zengin bir hayat tarzi olarak tanimlanabilecek "Gönüllü Sade" yasam tarzi bazi tüketiciler için alternatif olmaya baslamistir. Bu çalismanin amaci, gelisen pazarlardan biri olan Türkiye'de gönüllü sade yasam tarzi hakkinda bir inceleme yapmaktir. Çalisma Türk tüketicilerinden olusan bir örneklemi gönüllü sade yasama bakis açisi ve gönüllü sade davranis bakimindan benzer özelliklere göre gruplara ayirmayi ve olusturulan gruplarin demografik özelliklerini belirlemeyi amaçlamaktadir. Sonuçlarin Türkiye'de pazarlama faaliyeti gösteren firmalara degerli bilgiler saglayacagi tahmin edilmektedir.

Anahtar Kelimeler: gönüllü sade yasam tarzi, tüketim karsitligi, kümeleme analizi.

Manifest plainness,

Embrace simplicity,

Reduce selfishness,

Have few desires.

Lau Tzu

Globalization, the Internet, the rise of the middle income group coupled with increasing marketing and advertising activities have created a consumption culture which has forced individuals to consume more. Therefore they must earn more and buy bigger houses, more expensive cars and more fashionable clothes. However, some individuals have noticed that this way of living cannot last forever, and that inner peace is not achieved through consumption. Television programs, social media, newspapers, magazines, acquaintances, and most importantly the consumer society has forced them to make purchases that eventually will make them feel unhappy rather than happy. These individuals have also become concerned about the environment, about the abuse of it by the developing nations, and the extensive aggressive advertising (Craig-Lees...

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