The Effect of Death Anxiety on Hedonistic and Utilitarian Consumer Behaviours During the Covid-19 Pandemic

The aim of the research is to determine how death anxiety felt by individuals during Covid-19 process affects hedonic consumption and utilitarian consumption.. original aspect this that it covers period epidemic processively includes psychology,socioalology,religion marketing sciences. Death anxiety, which has been widely reported have an effect on consumer behavior in literature, generally interpreted later or examined retrospectively disaster studies. This was carried out pandemic process. Although there are many studies literature affecting consumption, thought its contribution focus anxiety. E-survey with Google forms used as method. Three different measurement tools were for data, namely “Hedonistic Consumption Scale”, “Utilitarian “Death Anxiety Scale” demographic variables. In research, electronic questionnaire applied 403 people 18-64 age group residing Istanbul using "Snowball Sampling Method" data obtained analyzed licensed SPSS 24 AMOS 27 statistical programs. According results structural equation modeling 1st dimension (Uncertainty Death) 5 dimensions consumption( effect, adaptation, passiveness, impulsive tendency reflection identity) negatively, 2nd affects(Thinking Witnessing (hedonic a positive way. On other hand, while ineffective 2 consumption(goal orientation control orientation), dimension( Thinking negatively (goal orientation).