A RESEARCH ON DETERMINATION OF THE RELATIONSHIPS BETWEEN CONSUMERS'PSYCHOLOGICAL CAPITAL AND RETRO CONSUMPTION

Özet

The aim of this study is to determine the effects of psychological capital and demographic variables of consumers on retro (nostalgic) consumption. In this respect, in the first part of the study, the literature on psychological capital and retro marketing was conducted. In this part of the study, the data collected from consumers by the survey method we reanalyzed using the SPSS 21 package program. 390 consumers were reached in Erzincan and face-to-face survey method was used. According to the results of the study, psychological resilience, self-efficacy and optimism dimensions of psychological capital sub-dimensions affect retro consumption. As the psychological resilience, self-efficacy and optimism of the consumers increase, the tendency of retro consumption increases. In addition, various demographic variables create some differences in psychological capital and retro consumption.