Su Ürünleri Tüketimini ve Tüketici Davranışlarını Etkileyen Faktörler

Abstract

Bu çalışma, tüketicilerin su ürünleri tüketim tercihleri ve davranışlarında etkili olan faktörler üzerine yapılan çalışmaları kapsamaktadır. Su ürünleri tüketiminde etkili olan itici güçler ve engelleyici faktörler; tüketicilerin fiyat ve kolaylık algıları, tüketicilerin sosyo-demografik özellikleri, sağlık inançları, su ürünleri tüketme alışkanlığı, su ürünlerinin duyusal özellikleri, su ürünlerinin üretim yeri ve yöntemi, su ürünlerinin sürdürülebilirliği, su ürünlerinin kalite ve tazelik kriterlerinin belirlenmesindeki yetkinlik ve yiyecek korkusu gibi başlıklar altında incelenmiştir. Su ürünleri tüketici davranışının anlaşılmasında ise tüketici niyet ve davranışlarını açıklamada en sık kullanılan gerekçeli eylem kuramı (GEK) ve planlı davranış kuramını (PDK) kapsayan çalışmalar dikkate alınmıştır. Yapılan çalışmalara göre araştırmacıların planlı davranış kuramının temel bağımsız değişkenleri olan tutum, öznel norm ve algılanan davranışsal kontrol (ADK) değişkenlerinin yanı sıra sağlık katılımı/ilgisi, geçmiş deneyimler, alışkanlıklar, fiyat algısı ve yiyecek korkusu gibi değişkenleri de su ürünleri tüketici davranışlarının açıklanmasında kullandıkları görülmüştür.

Keywords

• Gerekçeli eylem kuramı
• planlı davranış kuramı
• tüketici niyeti ve algısı

Factors Affecting Seafood Consumption and Consumer Behaviors

Abstract

This study covers the studies of the factors affecting the consumption preferences of seafood consumers and their behaviors. Factors affecting the consumption of seafood such as driving forces and inhibiting factors; price and convenience perceptions of consumers, socio-demographic characteristics of consumers, health beliefs, habits of consuming seafood, sensory characteristics of seafood, production place and method of seafood, sustainability of seafood, competence in determining quality and freshness criteria of seafood and food neophobia were examined. In the understanding of seafood consumer behavior, studies covering the theory of reasoned action (TRA) and the theory of planned behavior (TPB), which are the most frequently used in explaining consumer intention and behaviors, were taken into account. According to the studies, it was seen that the researchers used variables such as health participation/interest, past experiences, habits, price perception and food neophobia, as well as the main independent variables of the theory of planned behavior, such as attitude, subjective norm, and perceived behavioral control (PBC) in explaining aquatic foods consumer behavior.

Keywords

• Reasoned action theory
• planned behavior theory
• consumer intention and perception

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