The intermediation role of e-commerce sales increase efforts in the effect of volunteer simple consumption style on e-commerce purchase behavior

The simple lifestyle that opposes today's consumption frenzy can be seen as an antidote to consumption culture. Stress caused by hard work, not being able to deliver the happiness promised by the modern world, realizing the harms to the environment, human health and future generations, lost values, wanting to take control of their own life, In short, this current is spreading rapidly for many reasons that do not match the main purpose of life. Our online shopping is at the forefront of the platforms where we consume excessive and unnecessary consumption, that is, more than we need. With the development of technology and the easy access of consumers to all technological resources, the volume of e-commerce has increased a lot in recent years. E-commerce companies also cause consumers to buy more than they need with the right sales promotion tools on these platforms. At this point, the aim of our research is; The aim of this study is to investigate whether promotions, which are the most important sales increase tools used in e-commerce, have an effect on voluntary simple consumers who shop online. Our work consists of 3 parts. In the first part; by explaining the concept of voluntary simplicity; In this study, motivations, consumption styles and voluntary simple lifestyles sub-dimensions of voluntary simple consumers will be mentioned. In addition, the relationship between voluntary simplicity and marketing and consumption decisions will be discussed. In the second part; Efforts to increase e-commerce and used sales will be included. The scope, development, advantages-disadvantages, tools and types of e-commerce will be explained. Factors affecting the purchasing decisions of e-commerce consumers and efforts to increase sales will be included. In the third part; The research part of the study is also included and the subject, purpose, importance, method and analyzes of the study are included. At the end of the study, there are conclusions and recommendations.