A quantitative research on how hedonic consumption shapes and gives meaning to its behavior as an effect on generation Z

Consumption does not just mean an object purchased. It emerges as a phenomenon that contains meanings and affects individuals' definitions and behaviors. Consumption affects individuals of all ages. It affects social relations between individuals and becomes a determining factor in their identities. Consumption habits of groups change according to their shopping habits and demographic characteristics. Each class uses products according to the identities they represent and want to reflect. Consumption behavior is a determining factor in Generation Z and is a subject that needs to be investigated since they were born and grew up in the age of technology. Societies also establish affinity towards the class they want to belong to, based on the similarity of the objects they consume. He sees objects as the determinants of this situation. In this study; An attempt has been made to analyze how hedonic consumption plays a determining role in the behavior of Generation Z individuals. In this context, quantitative research was conducted and a total of 305 Generation Z individuals were reached. Demographic information, shopping habits and Hedonic and Utilitarian Consumption Behavior Scale were used in the study. As a result of the quantitative study conducted in the research, it is seen that there are significant relationships between the hedonic consumption behaviors of Generation Z and their demographic characteristics and shopping habits. Gender, shopping frequency, and personal monthly expenditure are effective in Generation Z's tendency towards hedonic consumption. It is observed that Generation Z primarily turns to hedonic consumption in order to reflect their identities.