THE EFFECT OF CONSCIOUS CONSUMPTION BEHAVIOR ON PERCEIVED BRAND VALUE (BASKETBALL TEAM FANS SAMPLE)

Abstract

This study was conducted to examine the effect of conscious consumption behavior on perceived brand value in basketball fans. Prepared in line with the purpose; of the personal information form; the data collection tool, consisting of a conscious consumer scale and brand equity scale was applied to 730 basketball super league team fans in 2021. The obtained data were evaluated by means of the SPSS 22.0 statistical program in the computer environment. As a result of the research; it has been determined that conscious consumption behavior has positive effects on brand value. The conscious consumption behavior of basketball fans increases the general level of brand value. In the analysis made on the basis of dimensions, it was concluded that ethical consumption behavior has no effect on brand value, while environmentally conscious consumption, simple consumption and socially responsible consumption behavior increase the perception of brand value by positively affecting it. It was determined that there were statistically significant differences in the perceived brand value levels of conscious consumption behavior according to the descriptive characteristics of the participants