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 demographic variables of consumers on retro (nostalgic) consumption. In this respect, in the first part of the study, literature on psychological capital and retro marketing was conducted. In the second part of the study, the data collected from consumers by the survey method were analyzed using the spss package program. 390 consumers were reached in Erzincan and face-to-face survey method was usedAccording 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 on psychological capital and retro consumption.