FACTORS AFFECTING CONSUMER ATTITUDE IN ORGANIC PRODUCTS AND THE TYPES OF PURCHASING: SAMPLE OF GÜMÜŞHANE PROVINCE

Öz

The aim of this study is to examine the effects of perceived quality, perceived value, extrinsic attributes, past experience and lifestyles on attitude towards organic products and determine whether attitude towards organic products has effect on actual buying behaviour and repurchase intention.The survey form which was formed within the framework of the research was applied face to face to 420 consumers living in Gümüşhane province between 24 December 2018 and 7 January 2019. 432 questionnaires were included in the analysis after the elimination of 12 incomplete and incorrectly completed questionnaires. As a result of analysis it was found that while lifestyle and extrinsic attributes have no significant effect on attitude towards organic products, perceived quality, perceived value and past experience have significant and positive effect.

Anahtar Kelimeler

• Organic product,Perceived quality,Past experiences,Purchasing behaviour

ORGANİK ÜRÜNLERDE TÜKETİCİ TUTUMUNU ETKİLEYEN FAKTÖRLER VE SATIN ALMA TÜRLERİ: GÜMÜŞHANE İLİ ÖRNEĞİ

Öz

Bu araştırmanın amacı organik ürünlerin algılanan kalitesi, algılanan değeri ve dışsal özellikleri ile tüketicilerin geçmiş deneyimleri ve yaşam biçimlerinin organik ürünlere yönelik tutum üzerine etkisi ve organik ürünlere yönelik tutumun gerçek satın alma davranışı ve tekrar satın alma niyeti üzerinde etkisinin olup olmadığını belirlemektir. Araştırma çerçevesinde oluşturulan anket formu 24 Aralık 2018 - 7 Ocak 2019 tarihleri aralığında Gümüşhane ilinde yaşayan 420 tüketiciye yüzyüze uygulanmıştır. Eksik ve hatalı doldurulan 12 anketin elenmesinden sonra 408 anket analize dahil edilmiştir. Elde edilen veriler SPSS 21 ve AMOS 24 ile analiz edilmiştir. Analiz sonucunda tüketicilerin yaşam biçimi ile organik ürünlerin dışsal özelliklerinin organik ürünlere yönelik tutum üzerinde bir anlamlı etkisinin olmadığı, organik ürünlerin algılanan kalitesi, algılanan değeri ve tüketicilerin geçmiş deneyimlerinin organik ürünlere yönelik tutum üzerinde anlamlı ve olumlu etkisinin olduğu belirlenmiştir.

Anahtar Kelimeler

• Organik Ürün,Algılanan Kalite,Geçmiş Deneyimler,Tutum,Satın Alma Davranışı

Kaynakça

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