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

Abstract

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