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Erscheinungsjahr: 
2025
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[Journal:] Businesses [ISSN:] 2673-7116 [Volume:] 5 [Issue:] 3 [Article No.:] 36 [Year:] 2025 [Pages:] 1-20
Verlag: 
MDPI, Basel
Zusammenfassung: 
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.
Schlagwörter: 
alternative shopping methods
anti-consumption
economic crisis
Fashion consumption
Gen Z
Türkiye
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