Value Priorities and Consumer Behavior of Turkish Immigrants in Germany

Abstract

We examine how value priorities of second and third generation Turkish college and university students in Germany are related to three dimensions of consumer behaviour: consumer innovativeness, optimum stimulation level and materialism. As expected, we find that there is a significant relationship between value priorities and these dimensions. We also find that consumer innovativeness is not only motivated by a general desire towards variety and change, but also by materialism values. The results of this study contribute to several research streams in the literature, including consumer innovativeness and immigrant consumer behaviour.