Crafting resilient futures: Understanding consumer preferences for disaster-affected regions in Türkiye

Natural disasters affect not only physical structures but also impact the socio-economic fabric of societies. Following the devastating earthquakes in Türkiye on February 6, 2023, local producers, particularly those preserving traditional knowledge and regional identity, have faced severe economic challenges. This study explores, from a design research perspective, the potential contribution of consumer purchasing preferences to post-disaster economic recovery, an aspect that has been largely overlooked in the recovery literature. Combining a global survey involving 301 participants with the Systemic Design approach, a proven guiding methodology in complex social contexts, the research analyzes consumer purchasing behaviors along with the motivations and insights that shape these decisions. Findings reveal the decisive influence of trust, social solidarity, product health, and access to information about products and producers on consumer decisions. These insights were translated into strategic recommendations and shared with local producers, aiming to support both the sustainability of their businesses and the region's broader recovery process. By focusing on a specific region, this research offers a framework at the intersection of consumer behavior, disaster recovery, and economic sustainability, providing valuable guidance for future global efforts to support disaster-affected communities.