Bosnian Immigrants' Acculturation to Turkish Consumer Culture

Consumer acculturation refers to socialization process in which immigrants learn the consumption-related behaviors and values of the host culture and integrate them with their original culture. The present study aims to contribute to the literature by studying consumer acculturation of Bosnian immigrants who immigrated to Turkey because of negative political and religious environments, in addition to socio-economical problems, in their country. Findings reveal that Bosnian immigrants tend to maintain their original culture and have integrative attitudes toward Turkish culture. They try to shield their community from consumer culture experienced in Izmir, as well. Findings also show that socio-historical factors are acculturative agents.