The effect of refugees' cultural background on hedonic consumer purchasing decision in Türkiye

Türkiye, which has a long and deep-rooted migration culture, has been hosting an increasing number of refugees in recent years. Refugees migrate to Türkiye for many reasons such as war, conflict, social unrest, economic depression, education, and better living conditions. Refugees from various countries with different cultural values and habits try to integrate into Turkish culture. This situation reveals an important variable that can affect consumer purchasing behavior in Türkiye. Therefore, this study aims to understand the cultural background of refugees in Türkiye, their distribution according to gender, age, and educational status, to determine the elements of cultural consumption and to reveal its relationship with hedonic consumption. In line with this purpose, firstly, the validity and reliability of the scales adapted in accordance with the purpose of the study were evaluated, the relationship between variables was examined and regression analysis was conducted to determine the predictors of hedonic consumption. The population of the study consists of refugees living in Türkiye, and the participants in this population were reached by using convenience sampling method. In the study, 271 refugees residing in Türkiye were reached through an online survey form. As a result of the findings of the study, the scales used in the study were found to be valid and reliable. . In addition, a high level of correlation was found between all five sub-factors of cultural consumption and hedonic consumption variable. Finally, all sub-factors of cultural consumption except media were found to be predictors of hedonic consumption.