Tüketici İlgisi ve Bitki Bazlı Süt Alternatiflerine Yönelik Satın Alma Niyeti Üzerindeki Etkisi

Year 2024, Volume: 22 Issue: 4, 282 - 287, 31.12.2024

Tuğba Tavmaşat , Meryem Göksel Saraç , Uğur Uğur , Özlem Pelincan

https://doi.org/10.24323/akademik-gida.1609610

Abstract

Bitki bazlı süt alternatiflerine olan ilgi giderek artmaktadır. Bu artan talep, sağlık endişeleri, çevresel farkındalık ve etik değerler gibi çeşitli faktörlere dayandırılabilir. Sağlıkla ilgili nedenler arasında laktoz intoleransı ve inek sütü alerjisi yer almakta olup, her ikisi de dünya genelinde giderek daha yaygın hale gelmiştir. Ayrıca, veganlık ve vejetaryenlik gibi tüketici diyetlerindeki çeşitliliğin artması, bitki bazlı süt alternatiflerini bu gruplar için uygun bir seçenek haline getirmiştir. Bitki bazlı süt alternatifleri, tahıllar, psödo-tahıllar, baklagiller, sert kabuklu meyve ve tohumlar gibi çeşitli hammaddelerin suda çözülmesiyle elde edilen süspansiyonlardır. Bu ürünler, görünüm olarak inek sütüne benzemektedir. Türkiye dahil birçok ülkede, “süt” terimi, yalnızca hayvansal kaynaklı sütü değil, aynı zamanda son yıllarda daha belirgin hale gelen bitki bazlı süt benzeri içecekleri de kapsayacak şekilde daha geniş bir anlamda kullanılmaktadır. Bu çalışmanın amacı, bitki bazlı süt alternatifleri, bu ürünlere olan tüketici ilgisi ve satın alma niyeti arasındaki ilişkiyi araştırmaktır. Çalışmaya 18 yaş ve üzeri toplam 400 tüketici katılmış olup, analizde 392 geçerli anket değerlendirilmiştir. Tüketici ilgisi ile satın alma niyeti arasındaki ilişkiyi değerlendirmek için korelasyon analizi yapılmış, ilginin satın alma niyeti üzerindeki etkilerini belirlemek için ise regresyon analizi uygulanmıştır. Kollineerlik analizlerinin sonuçları, tüketici ilgisi ile satın alma niyeti arasında pozitif ve anlamlı bir ilişki olduğunu ortaya koymuştur. Ayrıca, regresyon analizi, tüketici ilgisinin satın alma niyeti üzerinde anlamlı bir etkisi olduğunu göstermiştir. Sonuç olarak, tüketici ilgisi arttıkça satın alma niyetinin de arttığı sonucuna varılmıştır.

Keywords

Bitki bazlı süt ikamesi, Tüketici ilgilenimi, Satın alma niyeti

Consumer Interest and Its Effect on Purchase Intention for Plant-Based Milk Substitutes

Abstract

Interest in plant-based milk substitutes has been increasing steadily. This growing demand can be attributed to various factors, including health concerns, environmental awareness, and ethical values. Among the health-related reasons are lactose intolerance and cow’s milk allergy, both of which have become increasingly prevalent worldwide. Additionally, the rising diversity in consumer diets, such as veganism and vegetarianism, has made plant-based milk substitutes a suitable alternative for these groups. Plant-based milk substitutes are suspensions made from various raw materials, such as cereals, pseudo-cereals, legumes, nuts, and seeds, dissolved in water. These products resemble cow’s milk in appearance. In many countries, including Türkiye, the term “milk” is used in a broader sense to refer not only to animal-derived milk but also to plant-based milk-like beverages, which have become more prominent in recent years. The purpose of this study was to investigate the relationship between plant-based milk substitutes, consumer interest in these products, and purchase intention. A total of 400 consumers aged 18 years and older participated in the study, with 392 valid questionnaires included in the analysis. Correlation analysis was conducted to evaluate the relationship between consumer interest and purchase intention, while regression analysis was used to determine the effects of interest on purchase intention. Results of collinearity analyses revealed a positive and significant relationship between consumer interest and purchase intention. Furthermore, the regression analysis demonstrated that consumer interest has a significant impact on purchase intention. It was concluded that as consumer interest increases, purchase intention also rises.

Keywords

Plant-based milk substitute, Consumer Interest, Purchase Intention

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