A study on determining the effects of anti- consumption lifestyles on sustainable purchasing behavior

In this study, the effect of minimalist and voluntary simple lifestyles on sustainable purchasing behaviour is examined. In addition, the study tried to determine the mediating role of sustainable environmental awareness in the effect of minimalist and voluntary simple lifestyles on sustainable purchasing behaviour, and the moderating role of environmental concern, price sensitivity and personal image concern in environmental protection. The research was designed with a quantitative research method. Sustainable environmental awareness scale, environmental concern scale, price sensitivity scale, personal image concern in environmental protection scale, voluntary simplicity scale, minimalism scale, sustainable purchasing behaviour scale were used to determine the attitudes of the participants towards the relevant variables. Consumers exhibiting consumption behaviour in Turkey constitute the population of this research. In this context, 997 people were reached with online data collection technique. SPSS 22.0 and AMOS package programmes were used to analyse the data obtained. As a result of the research, it was determined that voluntary simplicity and minimalism are effective on sustainable purchasing behaviour. The mediating role of sustainable environmental awareness in the effect of voluntary simplicity on sustainable purchasing behavior; The regulatory role of personal image concern in environmental concern and environmental protection has been determined. In addition, it has been determined that personal image concern in environmental protection has a moderating role in the effect of minimalism on sustainable purchasing behavior. Keywords: Environmental Concern, Minimalism, Sustainable Environmental Awareness, Sustainable Purchasing Behavior, Voluntary Simplicity.