INVESTIGATION OF THE RELATIONSHIP BETWEEN MATERIALISTIC TENDENCY AND LIFE SATISFACTION IN THE CONTEXT OF GENERATIONS: A RESEARCH IN THE COVID 19 PROCESSAbstract views: 76 / PDF downloads: 76
Consumers with a high level of materialistic tendency believe that acquisition and consumption are necessary for their satisfaction in life, and that higher consumption levels will make them happier. This study aims to examine materialistic tendency levels in terms of their possible effect on life satisfaction levels during the COVID-19 pandemic process. In addition, it is aimed to determine whether the materialistic tendencies and life satisfaction levels of the consumers differ for X, Y and Z generations. In this study, a questionnaire was conducted with 440 participants by simple random sampling method. Quantitative research method has been used and primary research data have been collected by questionnaire technique. Exploratory factor analysis for the validity of the research model and confirmatory factor analysis for the validity of the measurement model were performed and the hypotheses were tested with the structural equation modelling techniques. In the analysis of the structural model proposed by using the construct validity variables, it was concluded that the success dimension, one of the sub-dimensions of materialistic tendency, had a significant positive effect on life satisfaction, while other happiness dimension had a significant negative effect. In addition, it was detected that there is a statistically significant difference between the materialistic tendencies and life satisfaction levels of the consumers of each generations.