Investigation of the effect of personality traits of individuals who do sports on sustainable and conspicuous consumption

This study aims to examine the effects of personality traits of individuals who do sports on sustainable and conspicuous consumption. The general screening model was used in the study, and this model aims to describe and analyze a current situation as it is. The research group consists of 300 individuals who do sports living in Bayburt province. The scale form used as a data collection tool consists of four sections in total. The first section includes the "Personal Information Form", which includes statements regarding the participants' age, gender, family income level and regular active sports activities. The second section includes the "Five Factor Personality Scale". The third section includes the "Sustainable Consumption Scale". Finally, the fourth section includes the "Conspicuous Consumption Behavior Scale". During the data analysis phase, differences and relationship tests were conducted to see if the data exhibited normal distribution (t-Test, ANOVA, Correlation Analysis, etc.). As a result of the study, the answers given by the participants were analyzed and the relationship between the sub-dimensions of the five-factor personality traits that constitute the independent variables of our model and the sustainable consumption and conspicuous consumption that constitute our dependent variable was examined. Considering the findings, a statistically significant difference was found in favor of women in terms of extroversion, openness to experience, agreeableness and total personality scale score according to the gender variable. It is seen that agreeableness, one of the personality traits, affects conspicuous consumption. As a result, it can be said that female participants showed higher personality traits of extroversion, openness to experience and agreeableness than male participants. Keywords: Personality, consumer, sustainable consumption, conspicuous consumption.