Turkish Consumers' Response to Westernised Ethical Consumption Culture: an Acculturation Theory Approach

Gaye Bebek, Coventry University, UK
Using Berry’s (1980) acculturation framework, we investigate Turkish consumers’ responses towards westernised ethical consumer culture. Focus groups and ethnographic observations stretched over 18 months identify four consumer segments that show different acculturation attitudes, and two parallel marketing structures which are favoured by different consumer groups.
[ to cite ]:
Gaye Bebek (2017) ,"Turkish Consumers' Response to Westernised Ethical Consumption Culture: an Acculturation Theory Approach", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 387-393.