A research to examine gift purchasing behavior in the framework of planned behavior theory: The case of İstanbul

The phenomenon of gift giving, which increases with special days, is economic as well as social. It is of great importance to examine gift buying behavior, which is accepted as consumer behavior, together with behavioral approaches. In this study, gift buying behavior has been investigated within the scope of the planned behavior theory used in various fields. The study consists of three parts. In the first part, consumption and consumer behavior are emphasized and the importance of consumer behavior in economics is mentioned. In the second chapter, a brief history of gifts and giving gifts is mentioned, then the theory of planned behavior is explained. In the third part, there is an application to measure the effects of planned behavior theory on gift buying behavior in Istanbul. The main purpose of the study is to get acquainted with the economic dimension of gifts and to investigate how much contribution can be made to the economy by understanding the factors affecting gift buying behaviors. The structural equation model was used in the study, exploratory and confirmatory factor analyzes were applied to the factors used in the study. As a result of the study, it was concluded that attitudes towards gift purchasing, perceived behavioral controls, and subjective norms significantly affect gift purchase intention and gift buying behavior indirectly.