Gender roles represent the expectations developed as a result of the social status of men or women. In the patriarchal system, a mother is a housewife caring for her children and dealing with the household chores, while a father meets the financial needs of the house. In the patriarchal system, the female is confined in the private space, not in the public space, while the male is in the public space. Today, however, traditional roles are replaced by new gender roles. In line with the effect of the change in the economic system, the involvement of women in education and business life ensured their presence in the public space. Now the roles of both femininity and masculinity in the public space are being rebuilt in the shadow of the economic system. In addition to the cultural characteristics of modern society, comsumption culture also assigns new statuses and roles to individuals. Thus, individuals experience both the characteristics of the culture they are in and the characteristics of the consumer culture. In this study, it has been aimed to reveal how undergraduates develop consumer culture behaviors and relate them with gender roles. In this study, conducted with mixed research design, the unplanned purchasing behavior scale and the hedonic consumption scale have been used. A semi-structured interview form has been used during the interviews, and in-depth interviews have been conducted with 30 undergraduates. As a result of the study, several differences between gender and hedonic consumption and unplanned purchasing behaviors have been identified. In addition, the female and male participants included in the research have been found to construct their gender roles in different ways.