YOLO: A Buying Approach

YOLO is defined as a lifestyle that people called “you only live once”. People withthis lifestyle are expected to reflect this in their consumption behavior. Thus, whenpeople think “they only live once”, they may consume more than before and haveimpulsive buying. Although the effects of it on consumption behavior is known, nostudy has been found to determine the causes and consequences of this concept. Thisstudy aims to determine how YOLO lifestyle is reflected in the consumption in thisstudy.For this purpose, the study group of the researchers formed the consumerswho expressed YOLO lifestyle.The qualitative research method is used and datawere obtained through semi-structured interviews. The main questions to beanswered in the interviews are: "how do you express this understanding" and "howthis attitude reflects your consumption behavior".In addition, this study is aGrounded Theory Approach study and analyzes will be carried out using contentanalysis.