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.
|Title of host publication||Advances in Consumer Research|
|Publication status||Accepted/In press - 26 Oct 2017|
|Event||Association For Consumer Research Conference 2017 - San Diego, United States|
Duration: 26 Oct 2017 → 29 Oct 2017
|Conference||Association For Consumer Research Conference 2017|
|Period||26/10/17 → 29/10/17|