Compulsive buying tendencies through materialistic and hedonic values among college students in Turkey

Compulsive buying behaviour which is generally thought to be an uncontrollable chronic tendency to buy beyond someone's needs or financial limits out of control is a new shopping phenomenon from which millions of consumers and even countries have been suffering due to its awful consequences. In such a consumer society, it becomes one of the "new normal consumer behaviour" even though it has been classified as "abnormal consumer behaviour". Further, college students represent a profitable market and also identifying their compulsive buying tendencies through their materialistic and hedonic values, found as two of the most important determinants for compulsive buying is crucial for estimating future shopping behaviours. This study investigates the compulsive buying tendencies through materialistic and hedonic values among college students in Turkey. Data were collected from 861 students enrolled in different universities in Turkey. The hypotheses were tested using structural equation modelling, and significant direct effects of both materialism and hedonism on compulsive buying are found. Finally, the limitations of the study and the suggestions for future research will be presented.