The relationship between time orientation and consumer innovativeness: The case of Turkey and İran

The aim of this study is to investigate the relationship between consumers’ time orientation (future, present, and past) and consumer innovativeness. Time orientation is a general orientation towards the present or the future. Consumer innovation is a personal profile which reflects tendency towards change. The sample com-prised of 541 participants from Turkey (n=229) and Iran (n=312). The results suggest that future and past orientation were negatively related to consumers’ innovativeness. The findings also indicate that in terms of present orientation, past orientation and consumer innovativeness, there is a significant difference among the countries. Moreover, the degrees of future orientation in Iran participants higher than Turkish participants while the degrees of past orientation, present orientation and consumer innovativeness in Turkish respond-ents higher than Iran. The research results can contribute to the marketing professionals for understanding consumer behaviors.