Investigation of planned obsolescence behavior by individual values within the scope of sustainable consumption

Planned obsolescence is defined as the deliberate shortening of the life span of products in order to accelerate the purchasing cycle of the consumer. Accordingly, individuals who show planned obsolescence behaviors are expected to tend to consume more. However, the use of limited resources in consumption leads individuals to sustainability, and individuals who show sustainable consumption behavior are expected to use the current product for a longer period of time. The aim of this study is to investigate the changing environment, globalizing trade and planned obsolescence behaviors, which is a marketing strategy developing accordingly, to understand how their effect on consumers corresponds to individual values, and to examine planned obsolescence behaviors according to some individual value structures. In this way, it is possible to understand the planned obsolescence behaviors shown in different individual value structures. Values; It is an integral part of the cultural structure of individuals and societies. The values are also related to people's consumption preferences. People's values mostly affect their behavior. It is also related to personal values that people use environmentally friendly products or turn to new products before their expiry date. For this, it is aimed to predict the consumption tendency of individuals whose value structures we know. The value structures subject to research are Universalism, Benevolence, Power, Achievement and Hedonism values of Schwartz Value Theory. Survey data were provided with 465 participants by using two separate scales to understand planned aging behaviors, consumer preferences and some value structures. As a result of the surveys; It has been concluded that women exhibit 1,881 times more planned obsolescence behavior than men and it is concluded that the value of Universalism, one of the value structures, is negative with planned obsolescence. Keywords: Planned Obsolescence, Consumption, Sustainable Consumption, Value, Individual Values