The effect of basketball fans' conscious consumption behavior on consumer decision-making and perceived brand value

This research was conducted to examine the effect of conscious consumption behavior on consumer decision-making style and perceived brand value in basketball super league team fans. In addition, examining the level of differentiation of conscious consumption behavior, consumer decision-making style and perceived brand value according to the descriptive characteristics of the participants constitutes the other purpose of the research. Prepared in line with the purpose; personal information form; The data collection tool, consisting of conscious consumer scale, brand equity scale, and consumer decision-making styles, was applied to 730 basketball super league team fans in 2021. The obtained data were evaluated by means of SPSS 22.0 statistical program in computer environment. As a result of the research; It has been determined that conscious consumption behavior has positive effects on brand value. In the analysis made on the basis of dimensions, it was concluded that ethical consumption behavior has no effect on brand value, while environmentally conscious consumption, simple consumption and socially responsible consumption behavior increase the perception of brand value by positively affecting it. It has been determined that conscious consumption behavior has significant effects on consumer decision-making styles. In addition, the participants in the study; It has been determined that there are statistical differences in consumer decision-making style and perceived brand value levels of conscious consumption behavior according to their descriptive characteristics.