The effect of religiousness on fashion consumption: The example of Burdur

The phenomenon of consumer and consumption is an indispensable act of human life. Consumer behavior and the meanings of consumption have undergone various changes and transformations throughout history. This transformation has been evaluated as the reflection of the culture of the period, especially on the consumers. The phenomenon of religion, which is another phenomenon that creates culture, has a great impact on the lives of individuals and especially on their consumption patterns. When the subject is considered from this point of view, the effect of religion and religiosity on the consumption behavior of individuals has begun to be evaluated as a very important issue for both researchers and businesses. The aim of this study is to reveal the relationship between people's thoughts about religion and religiosity and their consumption behaviors. Rather than a consumption phenomenon determined in the study, the determination of people's religiosity to a certain extent and the effects of this level of religiosity on consumption expenditures were investigated. It is aimed to reveal the similarities and differences between the perceptions of consumption expenditures. For this purpose, it has been tried to understand the relevance of the concepts of rational consumption, which is based on utility, and the concepts of conspicuous consumption, as a means of feeling financially rich and displaying personal tastes rather than meeting human needs, with the level of religiosity of people. For this purpose, a survey was conducted with the participants in Burdur province. With this application, the religiosity levels of the consumers and their approaches to the phenomenon of conspicuous consumption were measured. In the light of the data obtained, the relationship between the religiosity levels of individuals and their conspicuous consumption behaviors and the effect of this relationship were tried to be revealed. In line with various analyzes, it has been concluded that religiosity has a weak effect on conspicuous consumption. Between religiosity and age level; It has been found that there is a relationship between conspicuous consumption and marital status, having a profession and occupation type, income level and age level.