A study on young adult individuals in the context of conspicuous consumption: The example of Çankırı province

In this study, the effect of conspicuous consumption on young adults was examined from a sociological perspective. The basis of the research is the consumption reflexes of individuals, a symbolic set of behaviors within the concepts of social acceptance, status, identity, etc. as well as economic needs. In this context, data were obtained from 18-32 young adults in the Çankırı sample using qualitative research techniques. It was analyzed how conspicuous consumption practices were reflected in individuals' behaviors such as social environment and belonging, and expression. In our research, the phenomenological method was adopted and in-depth interviews were conducted. In line with the findings, we can say that the factors that determine individuals' consumption preferences or orientations are not limited to economic opportunities; on the contrary, cultural and psychological factors such as social media, social environment, being liked, and perception of modernity play an important role. While some of the participants stated that they were aware of these, others stated that they did it unconsciously. The participants consisted of a total of 20 people, 10 male and 10 female, between the ages of 18-32. In-depth interviews were conducted with the participants and data were collected. These collected data were analyzed in the MAXQDA 2022 program. In the analyzes made, we can say that the majority of the participants were happy when they shopped and felt like they had achieved their goal after shopping. In the interviews with the participants, it was observed that they complained about the decrease in purchasing power due to the economic crisis and inflation. As a result, conspicuous consumption is not only a behavior for individuals, but also a phenomenon in which concepts such as acceptance, existence, social environment, and appreciation are integrated. Therefore, how individual behaviors are reflected in social behaviors and to what extent they are intertwined has been revealed in our study. It has also made a local contribution to the sociology of consumption. Keywords: Conspicuous Consumption, Young Adults, Sociology of Consumption, Çankırı