The consumption environment in developing countries have been changing drastically under the effects of globalization and economic, political and social transformations. Consumers facing these changes experience an identity problem where the local identity must be negotiated with the new "modern" identity. Negotiation of identity thus becomes a serious dimension of consumption patterns in developing countries. This study examines how people in Turkey negotiate their sense of identity in the global era in terms of house furnishings. As variables indicating the extent of transformation in Turkey, rate of urbanization experienced and generation belonged were used. The emerging themes of conflicting views about the 'West' as well as negotiation through product choices, usage patterns and images hold are discussed.