The effect of materialism and depression tendency on compulsive buying

With the consumption phenomenon that has become evident since the last quarter of the century brought with it by the global world, it is observed that abnormal consumer behaviors such as shopping addiction, which has emerged as an output of the new consumer culture, are spreading with increasing momentum. Especially in the last 20 years, compulsive buying, which is a new form of over-consumption in which individuals are unable to control themselves and prevent themselves, has started to threaten the individual itself and the entire society due to its social, economic, cultural and psychological negative consequences. Thanks to this work, individuals, businesses and society are expected to contribute to the development of a peaceful, happy, beneficial to each other and their environment, ethical and need-oriented, sensitive life. The main aim of this study is to determine the effects of materialism and depression on compulsive buying as the outcomes become more evident with the expansion of consumer culture. For this purpose, data was collected from individuals residing in the city of Ankara by survey method. Regression analysis with data from 651 participants showed that tendency of individuals towards materialism and depression had a direct effect on compulsive buying. Furthermore, the direct effect of the depression level of individuals on compulsive buying (β=0.22, p<0.05) was lower than the direct effect of materialism tendencies (β=0.39,p<0.05).