In today’s rapidly changing and digitalizing world, understanding consumer behavior is of critical importance—not only for marketing professionals, but also for academics, policymakers, and various sectors of the business world. Traditional models of consumer behavior are being reshaped in the face of next-generation technologies, societal transformations, and cultural interactions. This transformation deeply influences many dimensions, from consumers' decision-making processes to their attitudes and value systems.

This book has been prepared with the aim of contributing to the understanding of this very transformation. Entitled "Current Issues in Consumer Behavior", the work seeks to enrich the literature by bringing together theoretical depth and up-to-date practical examples. The chapters in this book address prominent contemporary topics such as sustainability in air transportation, AI-based advertising, perceived service quality in the healthcare sector, the industrialization of edible insects, loyalty practices in the digital world, the relationship between urbanization rates and housing sales, and the impact of emotions on purchasing decisions in neuromarketing—providing readers with a multifaceted perspective.

This publication has been shaped by the contributions of esteemed academics from various universities and adopts a multidisciplinary approach that brings together different branches of the social sciences around the theme of consumer behavior. Each chapter has been carefully crafted by experts in their respective fields and enriched with scholarly content that will attract both graduate students and academic researchers.

I would like to sincerely thank all the contributing authors for their valuable efforts in preparing this work. I also extend my heartfelt gratitude to the publishing house that made this publication possible, and in particular to Dr. Kürşad ÖZKAYNAR, whose unwavering support and sensitivity throughout the entire process were invaluable.

It is my greatest wish that this book will inspire readers to pursue new research, contribute to ongoing debates in the field, and foster a deeper understanding of consumer behavior.

With respect,

Editor
Dr. Mehmet Selim DİKİCİ
June 2025