When delights turn bitter: Consumer resistance in Turkey

Abstract

Consumer resistance has been a popular research area in the previous decades and concepts such as boycotting brand avoidance voluntary simplicity and anti-consumption appeared to be hot topics in exploring the ways the consumers resist market dominance in the postmodern culture. However research on this topic in the Turkish (and partly Eastern) context is very limited inhibiting our understanding of the topic in different economic and cultural settings. Through a comprehensive discussion that provides institutional- structural-and community-level perspectives relating to consumer resistance phenomena in Turkey a developing country with historical and cultural roots in both the East and the West the chapter intends to equip scholars and practitioners with a better insight to conceptualise this phenomenon as well as to formulate further studies and marketing strategies. © 2023 Elsevier B.V. All rights reserved.