THE MEDIATING ROLE OF HEDONIC CONSUMPTION AND MATERIALISM IN THE EFFECT OF THE CONSCIENTIOUSNESS PERSONALITY TRAIT ON ENVIRONMENTALLY CONSCIOUS CONSUMPTION

The transition from a production society to a consumption society has increased the destruction of the world's ecosystem. However, a growing number of customers are making efforts to lessen the impact of their purchases on the environment. To identify the determinants of influence on purchasing behavior, the mediating role of materialism and hedonic consumption in the relationship between conscientiousness and environmentally conscious consumption was investigated in this study. Quantitative research was used to collect data from 562 people through a survey technique. While environmentally conscious consumption and hedonism were investigated in one dimension, materialism was investigated in the dimensions of luxury tendency and feeling of deprivation, and the personality trait of conscientiousness was investigated in the dimensions of being planned and careful. Results of the study reveal that the luxury consumption tendency has a mediating impact on the relationship between sub-dimensions of conscientiousness personality traits (being careful, being planned) and environmentally conscious consumption behavior.