Research on the relationship between individual innovativeness and conscious consumerism levels of the school of physical education and sports students

Abstract

This research was conducted to determine the relationship between individual innovativeness and conscious consumerism levels of 370 students. Individual Innovativeness Scale and Conscious Consumerism Scale were used in the research. Individual innovativeness points were calculated and students who received 68 and over were considered as highly innovative while students who received 64 and below were regarded as less innovative. In conclusion, it was determined that students were included in "Early Majority" category of individual innovativeness categories with a point of 62.7 and that there was a significant but low level relationship between individual innovativeness and consumer consciousness, a medium level relationship between conscious consumerism level and quality and budget-price consciousness's, a strong relationship between conscious consumerism level and consumer responsibility consciousness and a low level relationship between consumer responsibility consciousness and quality and budget-price consciousness's. No significant difference was found in the relationship between the points of individual innovativeness, conscious consumerism, consumer responsibility, quality consciousness and budget-price analysis in male and female students. It was also determined that there is a significant but low level relationship between conscious consumerism and individual innovativeness levels of students (early majority) and that there is no significant difference between male and female students concerning this relationship. © IDOSI Publications, 2014.