The rise of new middle-class consumers in rapidly transforming emerging markets has attracted the attention of Western business executives. What they know about this growing segment of customers will determine whether they succeed or fail in these markets. The present study examines the factors that drive the discretionary consumption of this new middle class, including the effects of consumerist values, religious values, occupation, education levels, and ownership of fixed assets. The study draws its insights from data gathered from 391 new middleclass consumers in Ankara, the second-largest city in Turkey. The findings provide important implications for businesses, both indigenous and foreign. An overall implication is that managers ought to understand and qualify the new middle class in emerging markets not simply by their access to disposable income but by deeper attitudinal and behavioral characteristics. K E Y W O R D S consumerist values, emerging markets, Iceberg Model, new middle class, religious values, Turkey

The current study aims to examine consumer behavior in Turkey during the COVID-19 pandemic and how consumers adapt to this new normal. In this regard, 78 Turkish consumers were interviewed online. Data were analyzed through grounded theory with a stimulus-organismresponse framework and constant comparative methods.This study showed that environmental stimuli affecting consumer behavior during the pandemic are economic downturn, partial lockdown regulations, restrictions on some services, and social media messages. Organism consists of fear, boredom, and perceived risk. Consumers' behavioral responses to the pandemic are changes in purchasing of consumer goods, avoidance from physical stores, a decline in leisure activities, a decline in shopping frequency, planned vs. impulse buying, stockpiling, and prosumption. Overall, this study provides a more general framework regarding multiple aspects of the pandemic on consumer behavior.

Remanufactured products (RPs) have received more attention from consumers, academics, and practitioners in recent years. The current study presents a comprehensive systematic review of the literature on consumer behavior toward RPs while adopting the theory, context, characteristics, and methodology (TCCM) framework. We followed the Scientific Procedures and Rationales for Systematic Literature Reviews (SPAR-4-SLR) protocol. In total, retrieved from Web of Science, Scopus, and ScienceDirect, we reached and analyzed 53 articles that directly address the purchase behavior of RPs. Studies mostly considered electronic RPs and used the theory of planned behavior to explain consumers’ intention to purchase RPs. Moreover, the reviewed studies are primarily quantitative. Our review categorized the characteristics of the articles, such as consumer-related constructs, marketing mix-related constructs, and external environment-related constructs. Finally, we offer directions for future research based on the components of the TCCM framework to contribute to the development of the field.

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Purpose The current study builds on social identity theory and realistic conflict theory aims to identify the relationships amongst consumers' ethnocentrism, animosity, discomfort with differences – a factor of universal-diverse orientation (UDO) – and reluctance to purchase German (RELG) and French automobiles (RELF) in the Turkish automobile market which is dominated by foreign brands. Design/methodology/approach Empirical data were collected via face-to-face surveys from 400 respondents in the emerging market Turkey. Structural equation modelling was employed to examine the direct and indirect effects between the variables. Findings The main predictors of the RELG are consumer ethnocentrism, discomfort with differences and economic animosity towards Germany, respectively. Furthermore, RELF in the Turkish market is positively affected by consumer ethnocentrism, war animosity towards France and discomfort with differences, respectively. Discomfort with differences mediates the relationship between consumer ethnocentrism and RELG and RELF. Practical implications International collaborations with local manufacturers have huge strategic impacts when establishing reliable relationships with Turkish consumers. Foreign companies can initiate socially responsible projects that will relay the message of similarities between cultures to decrease perceived cultural differences. Highlighting the similarities of Turkish consumers with a foreign company in promotional campaigns will be much beneficial. Originality/value Despite there are many studies regarding antecedents and consequences of consumer ethnocentrism, extant research overlooks the effect of animosity on this concept. Additionally, studies examining UDO in the marketing literature are scarce. This paper integrates UDO, consumer ethnocentrism, animosity and reluctance to purchase foreign products in one study.