The effect of altruism on pay what you want pricing strategy for charity products

The aim of this study is to examine the pay-what-you-want (PWYW) price strategy and the "altruism" effect on the purchase of charity (LÖSEV) products through emotional and rational messages within the framework of X, Y and Z generations. Within the framework of these purposes, the causal comparative model, included in the general survey model, which is one of the quantitative research methods, was preferred. The population of the study consists of people living in Turkey and aged between 43-57 years (X), 27-56 years (Y) and 26-17 years (Z). As a result of the field research conducted by applying the questionnaire technique, data were collected from 335 members of the X generation, 400 from the Y generation and 400 from the Z generation. The results obtained from the study show that, contrary to the rational individual (homoeconomicus) advocated by the mainstream economics, individuals declare their intention to pay more for LÖSEV products by thinking of others instead of maximizing their own interests with the effect of emotional and rational messages. As a result of the comparisons, no variation was found between the driven messages and emotional messages for each of the X, Y and Z generations, and therefore, emotional and purposeful messages affect the individuals' willingness to pay in the same way. According to other results, the effect of altruism on PWYW has a significant effect on the happiness factor according to the target messages in the X generation, and on the happiness factor according to the emotional messages in the Y generation. In the Z generation, however, no relationship was found between the altruism motivations and the PWYW pricing strategy. PWYW pricing strategy LÖSEV and its products have worked successfully in this regard, as it is a study for the working environment.