“I Would Have Brought Over so Much More!” - Determinants of the Consumer Behavior of Turkish-Germans in Istanbul

Moritz Martin Botts () and Celal Arslan
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Moritz Martin Botts: Turkish-German University
Celal Arslan: Turkish-German University

A chapter in Leading Change in Disruptive Times, 2026, pp 143-150 from Springer

Abstract: Abstract In light of increasing and more complex effects of globalization and migration, this study investigates the consumer behavior of Turkish-German return migrants in Turkey. Immigrant consumer behavior is influenced by identity, acculturation, demographic variables, and structural elements of the host and home countries. The consumption patterns of Turkish-Germans are investigated with a qualitative empirical study in Turkey. An analysis of eight interviews shows distinct differences in product and service use and evaluation compared to the majority population. There is an ambiguous use of language online and offline. Study and work behavior is modelled after German values. Identity is expressed in different ways, from feeling accepted to living between two cultures. These diverse experiences of bicultural integration are shaped by the level of acculturation in both home and host country. These findings support a more nuanced view of immigrant consumer behavior and explain the level of acculturation of return migrants.

Keywords: acculturation; consumer behavior; qualitative study; return migration; Turkey; Turkish-Germans (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-032-19276-9_10

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DOI: 10.1007/978-3-032-19276-9_10

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