Belbağ, Aybegüm Güngördü
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Name Variants
Aybegüm Güngördü Belbağ
Belbag, Aybegum Gungordu
Gungordu, Aybegum Gungordu
Belbag, Aybegum Belbag
Aybegum G.
Belbağ, A. G.
Güngördü, Aybegüm
Gungordu, A. B.
Gungordu Belbag, Aybegum
Belbag, Aybegum Gungordu
Gungordu, Aybegum Gungordu
Belbag, Aybegum Belbag
Aybegum G.
Belbağ, A. G.
Güngördü, Aybegüm
Gungordu, A. B.
Gungordu Belbag, Aybegum
Job Title
Profesor Doktor
Email Address
aybegum.belbag@atilim.edu.tr
Main Affiliation
Business
Status
Current Staff
Website
ORCID ID
Scopus Author ID
Turkish CoHE Profile ID
Google Scholar ID
WoS Researcher ID
Sustainable Development Goals
SDG data is not available
Documents
14
Citations
153
h-index
6
Documents
12
Citations
97
Scholarly Output
6
Articles
6
Views / Downloads
85/14
Supervised MSc Theses
0
Supervised PhD Theses
0
WoS Citation Count
17
Scopus Citation Count
24
Patents
0
Projects
0
WoS Citations per Publication
2.83
Scopus Citations per Publication
4.00
Open Access Source
2
Supervised Theses
0
| Journal | Count |
|---|---|
| International Journal of Emerging Markets | 1 |
| İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi | 1 |
| Journal of Economic and Administrative Sciences | 1 |
| Journal of Financial Services Marketing | 1 |
| Thunderbird International Business Review | 1 |
Current Page: 1 / 2
Scopus Quartile Distribution
Competency Cloud
6 results
Scholarly Output Search Results
Now showing 1 - 6 of 6
Article Mobile Payment Adoption During the COVID-19 Pandemic: A Systematic Literature Review(Palgrave Macmillan Ltd, 2026) Belbag, Aybegum Gungordu; Güngördü Belbağ, AybegümDuring the pandemic, the shift to non-physical transactions increased the need for mobile payments. This study aims to offer a systematic literature review on consumer behavior towards mobile payment during the pandemic, using the Theory, Context, Characteristics, and Methodology framework and following the Scientific Procedures and Reasons for Systematic Literature Reviews protocol. 47 articles from the WOS database were analyzed, revealing a dominance of quantitative studies, primarily based on the Technology Acceptance Model and UTAUT. Findings show that environmental stimuli and internal states (organism) shape behaviors and behavioral intentions (responses) towards mobile payments during the pandemic. The study concludes with future research directions grounded in the TCCM framework.Article The "Trickle-Across" Phenomenon: Consumption-Mimicking in Emerging Markets in a Stress Environment(Emerald Group Publishing Ltd, 2026) Gungordu Belbag, Aybegum; Deligonul, Seyda Z.; Uner, Mehmet Mithat; Cavusgil, S. TamerPurpose - This study conceptualizes a novel framework called the "trickle-across" phenomenon to understand how middle-class consumers in emerging markets adapt their consumer behavior during economic crises. Unlike the trickle-down model based on upward emulation, the study explores how risk and uncertainty drive consumers to mimic their in-group. Design/methodology/approach - The study employs a conceptual review approach, synthesizing the crisis literature on middle-class consumer behavior across emerging markets. It offers four novel propositions to explain the socio-psychological underpinnings of the shift in middle-class consumer behavior. Findings - Under normal, low-anxiety conditions, middle-class consumers seek upward mobility through aspirational consumption and class emulation, referred to as trickle-down theory. However, during crises, heightened risk anxiety triggers a shift from upward emulation to lateral mimicry, where individuals conform to the consumption norms of their immediate social cohort. Socio-cultural influences play a critical role in risk trivialization and adapting to economic hardships. Originality/value - The study proposes the trickle-across phenomenon as a defining pattern of middle-class consumer behavior in emerging markets during crises. It shifts the focus from aspirational models to cohort-based survival strategies and highlights how socio-cultural factors help middle-class consumers adapt to economic hardships and preserve identity. The framework provides new insights for marketers, policymakers, and scholars.Article Living Between Belief and Consumption: Religiosity, Hedonism, and Life Satisfaction Among Turkish Youth(Routledge Journals, Taylor & Francis Ltd, 2025) Gungordu Belbag, Aybegum; Erbil, CihatThis study examines the relationships among religiosity, materialistic hedonism, control, discomfort, and life satisfaction among 256 young individuals in Turkey. Structural equation modeling shows that religiosity does not curb materialistic hedonism and positively affects control. Life satisfaction is positively influenced by control and materialistic hedonism, and negatively by discomfort. Turkish youth form hybrid identities and practices that integrate both faith and consumer desires. A few studies examine contexts like Turkey, where secularism and religiosity coexist, and religious beliefs fulfill broader social and economic functions. The co-existence of religious beliefs and consumerism -especially among middle and lower class youth- remains underexplored.Article Citation - WoS: 17Citation - Scopus: 24The New Middle Class in Emerging Markets: How Values and Demographics Influence Discretionary Consumption(Wiley, 2019) Belbag, Aybegum G.; Uner, M. Mithat; Cavusgil, Erin; Cavusgi, S. Tamer; Cavusgil, S. TamerThe 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 middle-class 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.Article Consumer Behavior and Sustainability: What Role Does Eco-Friendly Packaging Play in Emerging Markets(Emerald Publishing, 2025) Güngördü Belbağ, A.Purpose – This study aims to offer a systematic review of eco-friendly packaged products from the consumer perspective in emerging markets. Design/methodology/approach – This study analyzed 47 Web of Science and SCOPUS articles using the PRISMA and theory-context-characteristics-methodology (TCCM) framework. Findings – This systematic review shows that prior research was mainly quantitative and relied heavily on the theory of planned behavior. This study categorized the articles by personal, product, price, place, promotion and external factors. Research primarily focused on personal factors, especially values and attitudes. Place-related factors were the least studied. Few studies explored mediators and moderators of purchase intention. Originality/value – This study shifts the focus of eco-friendly packaging research toward the consumer perspective, which was underexplored in the existing literature, particularly in emerging markets. While prior studies have primarily centered on manufacturers, this review synthesizes prior research showing that consumer behavior, knowledge and perception play a critical role in advancing sustainability and circular economy goals. This systematic review is the first to address this gap in emerging markets and offers implications for policymakers and businesses aiming to promote sustainable consumption in diverse socioeconomic settings. © 2025 Emerald Publishing LimitedArticle İşletmelerin Çevre Dostu Paketlemeyi Benimsemesini Etkileyen Faktörler Üzerine Nitel Bir Çalışma(2025) Belbağ, Sedat; Belbağ, Aybegüm Güngördü; Çetin, Muhsin EmreAim: The aim of this study is to examine the factors affecting businesses' adoption of eco-friendly packaging. In this context, institutional pressures, business resources, and stakeholder effects were examined in detail. Method: In the study, qualitative research was conducted on experts from businesses implementing eco-friendly packaging practices, and thematic analysis was used. Institutional theory, resource-based theory and stakeholder theory were used as theoretical frameworks in the analysis process. Results: According to the findings, three themes stand out in the adoption of eco-friendly packaging by businesses. These themes are institutional pressures and compliance strategies, access to resources, competence and risks, stakeholder demands, and relational value creation. Coercive, normative, and imitative institutional pressures are included in institutional pressures and compliance strategies. Access to resources, competence, and risks include limited resources, strategic competencies, and risk management. Stakeholder demands and relational value creation include customer demands, social contribution, and reputation. Conclusion: Eco-friendly packaging is not only a sustainable production practice but also a means of gaining corporate legitimacy, providing market advantage, and establishing strong relationships with stakeholders. These findings reveal that the strategies towards eco-friendly packaging of SMEs, especially those in emerging markets, are based on a multidimensional basis.
