Turkish Consumers' Response to Westernised Ethical Consumption Culture: an Acculturation Theory Approach
We argue that marketing of Western consumption practices is practically imposing a different consumption culture upon consumers in non-Western or emerging markets. By using Berry’ (1980) acculturation framework, we investigate consumer acculturation towards an imposed dominant Western marketing practice (organic products) in the multiplicity of the Turkish urban city Istanbul’s context.
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Citation : Bebek, G. (2017) Turkish Consumers' Response to Westernised Ethical Consumption Culture: an Acculturation Theory Approach, Advances in Consumer Research, 45, pp.387-393.
ISSN : 0098-9258
Peer Reviewed : Yes