Turkey experiences a rapid cultural change. Modern consumer culture that spreading as parallel to globalizing capitalism is not used identically on areas reached but adopted to the local cultures by being interpreted within the cultural context. However, the number of studies examined consumer culture within this context in Turkey is limited. In this context, how Turkish lifestyle is differentiated as a result of this change was researched through the consumption practices of Turkish consumers. So the aim of this study is to investigate the extent to which the values of consumer culture is accepted by Turkish consumers, which mental and behavioral rationalization processes are used in legitimizing process of consumer culture, and how (and in which ways) consumerist ideology is transformed to local culture. Study is based on "consumer behavior" in terms of theoretical background and researched from an exploratory perspective as methodological approach. Consumers were used in collecting data and in which ways they transformed values of consumer culture and how they legitimize these values were researched from the disclosures of consumers about their daily consumption practices, purchase decisions and ideas about the consumption. Data was collected through in-depth interviews and supported through focus groups. Findings can not be generalized. However results show that traditional relation between need and consumption has mainly abated. Although Turkish consumers have mainly internalized consumption culture and its consumption patterns, they still don't leave their traditional consumption values and patterns such as sharing and bargaining and they transform these values within the new patterns of consumption culture. This study contributes to folklore by providing important information for folk culture that mostly involving and perpetuating cultural structures.