Conspicuous Consumption and Social Desirability Among Sport Sciences Students: A Comparative Study of Public and Foundation Universities

Abstract

This study investigates the relationship between conspicuous consumption tendencies and levels of social desirability among students in the Faculty of Sport Sciences at public and foundation (private) universities, which share similar institutional missions but differ in their establishment and governance structures. A total of 666 university students participated in the study, with 351 from Muş Alparslan University, a public university and 315 from Istanbul Topkapı University, a foundation (private ) university, both of whom were enrolled in the Faculty of Sports Sciences. Of the participants, 438 were male and 228 were female, with mean ages of 20.9±1.9 and 20.9±2.5 years, respectively. Data were collected using a demographic information form, the Conspicuous Consumption Tendencies Scale, and the Social Desirability Scale. The data were analyzed using descriptive statistics, the Mann–Whitney U test, the Kruskal–Wallis H test, and Spearman’s rank-order correlation analysis. The findings indicate that, among students at both public and foundation universities, the variables “following fashion” and “purchase motivation” were associated with significant differences in both social desirability and conspicuous consumption orientations. Gender emerged as a significant factor particularly in relation to social desirability, while income level was found to be significant only among foundation university students (p < 0.05). Furthermore, a moderate, positive, and statistically significant relationship was identified between conspicuous consumption tendencies and social desirability levels exhibited by all the participants. In conclusion, participants’ tendencies toward conspicuous consumption and social desirability are primarily shaped by fashion orientation and purchasing motives. Gender emerges as a significant determinant of social desirability, while income level differentiates outcomes only among students at foundation universities. Moreover, a significant and positive association exists between conspicuous consumption and social desirability across the entire sample.