Survey of relations between narcissism and tendency of pretentious consumption among gen Z individuals

The aim of the study is to examine the relationship between the conspicuous consumption behaviors of Generation Z individuals and their narcissism characteristics. The model is relational survey. Within the scope of the research, 296 university students were reached. Data were collected online. Inflated sense of self scale, ostentatious consumption tendency scale and demographic form were used as data collection tools. SPSS 25 software was used to analyze the data and descriptive statistics, unrelated samples t test, Pearson product moment correlation coefficient, Spearman rho correlation coefficient and simple linear regression analysis were performed. Within the scope of the study, it was found that Generation Z individuals' ostentatious consumption tendencies and inflated sense of self (narcissism) were at a moderate level. Male participants have higher ostentatious consumption tendencies than female participants. No significant difference was found in inflated sense of self between male and female participants. As the age of the participants increases, their ostentatious consumption tendencies and inflated sense of self decrease. As the income of the participants increases, their ostentatious consumption tendencies and inflated sense of self increase. As inflated sense of self increases, ostentatious consumption tendencies also increase. Inflated sense of self was found to be a significant predictor of conspicuous consumption tendency. Similar studies can be repeated with different generations. Other variables that may be related to conspicuous consumption.