The effects of demographic characteristics on consumer decision-making styles and sustainable consumption behavior: The case of İzmir province

As a result of the developments after the Industrial Revolution, individuals started to live in a consumption-oriented manner. Consumers changing their living standards, which are focused on consumption, have changed the needs they want to satisfy. In addition to their compulsory needs, consumers wanted to perform the act of consuming for a variety of reasons such as being in the community, having fun, being happy. But these actions of the consumer have been seen to endanger the lives of other living creatures on the world. Depending on the demographic characteristics of the consumers, the change in the decision-making styles over time has led to the emergence of sustainable consumption behavior. Therefore, it is thought that the effects of demographic characteristics on consumer decision-making and sustainable consumption behavior should be considered. In this context, the purpose of the study was to determine the effect of demographic characteristics on consumer decision-making and sustainable consumption behavior. For this purpose, the population of the research was determined as 6 districts with the highest population density in İzmir. According to the quota sampling method, 598 people from this universe participated in the research questionnaire. The analysis of the research data was performed in SPSS 22 and AMOS 21 programs. As a result of the analyzes, it was seen that demographic characteristics were very important both in consumer decision-making and sustainable consumption behavior. At the same time, it was concluded that there is a positive and negative relationship between consumer decisionmaking styles and sustainable consumption behavior. Keywords: Demographic Features, Consumer Decision Making Styles, Sustainable Consumption Behavior