Islamic Consumptionscape in Turkey: Practices and Strategies of Faithful Consumption

ABSTRACT - The last decade witnessed the emergence of an Islamic consumptionscape in Turkey. Islamic style clothing stores and fashion shows, summer resorts, fitness and beauty centers and various religiously inspired popular culture and entertainment products became commonplace. In this paper we discuss the dynamics of the Islamic consumptionscape by exploring the daily consumption practices as well as the underlying marketing context. We focus on two cases: an Islamic summer resort and Islamic fashion styles. We discuss these practices as examples of consumption fusion and argue that Turkish Islamic consumption culture is characterized by pluralism and difference in which multiple tensions both between the local and the global and within the local itself are simultaneously negotiated.

Citation:

Ozlem Sandikci and Guliz Ger (2001) ,"Islamic Consumptionscape in Turkey: Practices and Strategies of Faithful Consumption", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 155.

European Advances in Consumer Research Volume 5, 2001      Page 155

ISLAMIC CONSUMPTIONSCAPE IN TURKEY: PRACTICES AND STRATEGIES OF FAITHFUL CONSUMPTION

Ozlem Sandikci, Bilkent University, Turkey

Guliz Ger, Bilkent University, Turkey

ABSTRACT -

The last decade witnessed the emergence of an Islamic consumptionscape in Turkey. Islamic style clothing stores and fashion shows, summer resorts, fitness and beauty centers and various religiously inspired popular culture and entertainment products became commonplace. In this paper we discuss the dynamics of the Islamic consumptionscape by exploring the daily consumption practices as well as the underlying marketing context. We focus on two cases: an Islamic summer resort and Islamic fashion styles. We discuss these practices as examples of consumption fusion and argue that Turkish Islamic consumption culture is characterized by pluralism and difference in which multiple tensions both between the local and the global and within the local itself are simultaneously negotiated.

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