ÖĞÜNLERİNİ YANINDA TAŞIYAN KİŞİ İMAJI ÜZERİNE BİR ARAŞTIRMA: ÜNİVERSİTE ÖĞRENCİLERİ ARASINDA SAĞLIKLI BESLENME DAVRANIŞINI TUTUNDURMAK İÇİN ALTERNATİF BİR YOL

Year 2020, Volume: 8 Issue: 2, 283 - 311, 31.12.2020

Özge Sığırcı

Abstract

Tüketicilerin evde hazırladıkları öğünlerini tüm günlerini geçirdikleri okul, işyeri gibi ortamlara götürmeleri pek çok kültürde oldukça yaygın ve alışılmış bir davranıştır. Türk kültüründe ise yaygın ve alışılmış olmamasının yanısıra anektodsal kanıtlar, bu kişilere yönelik olumsuz bir algı olabildiğini, hatta okul gibi ortamlarda bu tüketicilerin zaman zaman dışlanma ve zorbalığa maruz kalabildiklerini göstermektedir. Bu araştırmada üniversite öğrencileriyle yapılan dört odak grup çalışmasıyla yanlarında evde hazırladıkları öğünleri getirmelerine yönelik engellerin neler olduğu ve bu davranışı gösteren kişiye yönelik algıları anlaşılmaya çalışılmıştır. Bulgulara göre, üniversite öğrencileri yanlarında öğünlerini getirmeleri konusunda, toplumun bu duruma alışık olmaması ve bu sebeple de çekinmelerini en büyük engel olarak göstermişlerdir. Bir diğer sıklıkla vurgulanan engelin ise getirdikleri öğünleri tüketmek için uygun ortamın bulunmaması olduğu görülmektedir. Yanında öğünlerini getiren kişinin kim olduğu konusundaysa en sıkça vurgulanan nokta fiziksel görünüşüne, sağlık ve güzelliğine önem veren kişiler olurken, bir diğer sıklıkla atı çizilen nokta ise ekonomik sıkıntılar olmuştur.

Keywords

Tüketici Davranışı, Evde Hazırlanmış Öğünler, Yemek Hazırlama, Odak Grup, Sağlıklı Beslenme, Dönüştürücü Tüketici Davranışı

TELL ME ABOUT THE IMAGE OF THE PERSON WHO CONSUMES HOME-PACKED MEALS: AN ALTERNATIVE WAY TO PROMOTE HEALTHY EATING AMONG UNIVERSITY STUDENTS

Abstract

It is a common and usual behavior in a variety of cultures for consumers to bring their home-packed meals to the settings like school or workplace where they spend their entire day. Besides this behavior is not common and usual in Turkish culture, anecdotal evidence shows us that there could be a negative perception toward these consumers, and they could be excluded or bullied in settings like school because of this behavior. In this research, we conducted four focus groups with university students with an aim to understand the barriers in bringing their home-packed meals to school, and their perception toward the person who sticks to this practice. According to findings, university students mentioned their hesitation and shyness since the society is not accustomed to this practice and lack of a suitable place to consume their home-packed meals on the campus as the main barriers. Also, the most mentioned point about their perceived image of the people who bring home-packed meals was that they could be people who care about their physical appearance, beauty, and health. The second most mentioned point was that they could be people who have insufficient financial resources.

Keywords

Consumer Behavior, Home-Packed Meal, Food Preparation, Focus-Group, Healthy Eating, Transformative Consumer Research

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