GenZ Willingness to Purchase Products with Geographical Indications

Year 2019, Volume: 19 Issue: 2, 299 - 325, 15.11.2019

Zanete Garantı

https://doi.org/10.25294/auiibfd.649273

Cited By: 3

Abstract

Conceptual model
was proposed to test impact of (a) culture and traditions, (b) health benefits,
(c) perceived quality and safety and (d) rural development indicators of
traditional food product carrying geographical indication on consumer
willingness to purchase, as well as mediating role of trust amongst GenZ
customers. Results demonstrate that perceived health and safety, as well as
culture and traditions of hellim / halloumi cheese are the most important
predictors of trust in hellim / halloumi geographical indication. Trust, in
turn, is significant determinant of willingness to purchase hellim / halloumi
cheese with geographical indication, indicating that trust plays partial
mediator role in the proposed relationship.

Keywords

traditional food, GenZ, geographical indications, willingness to purchase

Z Kuşağı’nın Coğrafi İşaretli Ürünleri Satın Alma Eğilimi

Abstract

Bu araştırmada,
coğrafi işaretli geleneksel gıda ürünlerinin (a) kültür, gelenek ve görenekler,
(b) sağlık faydaları, (c) algılanan kalite ve güvenlik ile (d) kırsal kalkınma
göstergelerinin tüketici satın alma eğilimi üzerindeki etkilerinin yanı sıra, Z
Kuşağı müşterileri arasındaki arabuluculuk rolünü ölçmek amacıyla bir kavramsal
model önerilmektedir. Sonuçlar hellim peynirinin algılanan sağlık ve güvelik,
ayrıca kültür, gelenek ve göreneklerinin, hellimin coğrafi işaretine olan
güvenin en önemli ön göstergeleri olduğunu ortaya koymaktadır.     Bir diğer taraftan güven, coğrafi işaretli
hellim peynirini satın alma eğilimini belirleyen önemli bir etken olarak
karşımıza çıkmaktadır. Bu da güvenin, öngörülen ilişkide kısmi bir arabuluculuk
rolü oynadığını göstermektedir.

Keywords

: geleneksel yemekler, Z Kuşağı, coğrafi işaretler, satın alma eğilimi

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