Evolving Consumption With Generation Y Within The Context of New Luxury and the Attitudes of Generation Y Towards Luxury Concept

Consumption culture has gone through the changes in time and consumption is no longer a process that people buy to meet their needs. In the new consumption society, consumers not only meet their physical needs but they also fulfill their psychological, social and cultural needs by purchasing some products and services. With the transformation of social values into material things and the increase in cultural consumption day by day, luxury consumption has also started to draw more attentional lover the world. Espeacially in the last decade luxury consumption, which is the reflection of prominently changing cultures and lifestyles, has started to be under the spotlight in recent years and llthese changes have also mattered moreall the people and companies in this sector. Generation Y, who were born between 1980-1999, is the research sample population. Before designing the study, a pre-study, focusing on the various industries in Turkey and characteristics and shopping behaviors of Generation Y consumers, was conducted. After gaining insight about the issues in the light of literature review, survey research is used to collect primary data. Based on the framework, the relations were tested and the whole relations are stated through out theresearch