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When Money Gets Tight: How Turkish Gen Z Changes Their Fashion Shopping Habits and Adapts to Involuntary Anti-Consumerism

Author

Listed:
  • Hilal Argun

    (Liverpool Hope Business School, Liverpool Hope University, Liverpool L16 9JD, UK)

  • Katherine Jane Baxter

    (Liverpool Hope Business School, Liverpool Hope University, Liverpool L16 9JD, UK)

  • Anna Kyawt Ni

    (Liverpool Hope Business School, Liverpool Hope University, Liverpool L16 9JD, UK)

  • Mark Ching-Pong Poo

    (Liverpool Hope Business School, Liverpool Hope University, Liverpool L16 9JD, UK)

Abstract

This study explores how Turkish Generation Z adapts their fashion consumption behaviours in response to economic crises, particularly focusing on involuntary anti-consumerism. Through a qualitative methodology using semi-structured interviews and purposive sampling, the research captures the coping strategies and emotional experiences of young consumers in Türkiye. A thematic analysis of fifteen interviews reveals an original “8Rs” framework—Reject, Restrict/Reduce, Reuse/Reclaim, Re-find, Reconsider, Re-framing Discounts, Re-direction of Resources, and Emotional Responses—that illustrates both behavioural and psychological adjustments under financial strain. Notably, the study introduces two novel concepts: “recession rush,” a calculated urgency to purchase before price hikes, and “re-direction of resources,” the reallocation of budget from other categories toward fashion purchases. By focusing on a geographically underrepresented context and a pivotal consumer segment, this research contributes new insights to the literature on anti-consumption, economic adaptation, and youth identity expression in crisis economies.

Suggested Citation

  • Hilal Argun & Katherine Jane Baxter & Anna Kyawt Ni & Mark Ching-Pong Poo, 2025. "When Money Gets Tight: How Turkish Gen Z Changes Their Fashion Shopping Habits and Adapts to Involuntary Anti-Consumerism," Businesses, MDPI, vol. 5(3), pages 1-20, August.
    • Handle: RePEc:gam:jbusin:v:5:y:2025:i:3:p:36-:d:1732524
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    References listed on IDEAS

    as
    1. Iyer, Rajesh & Muncy, James A., 2009. "Purpose and object of anti-consumption," Journal of Business Research, Elsevier, vol. 62(2), pages 160-168, February.
    2. Esma Aksoy Khurami & Ö. Burcu Özdemir Sarı, 2022. "Trends in housing markets during the economic crisis and Covid-19 pandemic: Turkish case," Asia-Pacific Journal of Regional Science, Springer, vol. 6(3), pages 1159-1175, October.
    3. Nazli ALIMEN & Gul BAYRAKTAROGLU, 2011. "Consumption Adjustments of Turkish Consumers during the Global Financial Crisis," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 11(2), pages 193-203.
    4. Elhajjar, Samer, 2023. "Factors influencing buying behavior of Lebanese consumers towards fashion brands during economic crisis: A qualitative study," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    Full references (including those not matched with items on IDEAS)

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