With the advent of Internet that enables always connected consumers and readily available rich information about all types of products, consumer's purchase decision process has been radically altered that accompanies more information seeking activity prior to going to the store shelf. First moment of truth (FMoT) and Zero Moment of Truth (ZMoT) are the concepts coined by practitioners studying important moments in the consumer purchase decision process. First moment of truth emphasizes the critical importance of the in-store experience and the first few seconds when the consumer encounters with the brands on the shelve. The Zero moment of truth highlights the consumer's online research phase that occurs prior to the buying decision. It includes using electronic Word of Mouth (e-WoM) to make more informed decisions. The concept goes back to impulsive purchasing behavior studied in the academic research. This paper lays down the theoretical background of Zero Moment of Truth concept and links it to the existing academic literature. Furthermore, it uses a prior similar research conducted in US market to discover how zero moment of truth effects Turkish consumers' actual buying behavior. The research analyzes the results across different demographic segments. Finally, the results are compared with the prior research.