Evaluation of Factors Influencing Consumers' Intention to Purchase Olive Oil in The Context of The Theory of Planned Behavior

Year 2025, Volume: 5 Issue: 1, 42 - 53, 30.04.2025

Huseyin Rahmi Ozdemir , Serhan Candemir

Abstract

This study examines the olive oil consumption preferences of consumers in the central district of Kayseri within the framework of the Theory of Planned Behavior (TPB). Olive oil consumption is a phenomenon characterized by health benefits, cultural heritage and economic dynamics. The study was conducted using data from face-to-face surveys conducted with 271 consumers. The proportional sampling method was used to determine the sample. The structural equation model (SEM) was used in the analyzes to identify the factors that influence consumers' purchasing intentions with regard to olive oil. The results show that consumer attitudes, perceived price, perceived behavioral control and perceived risk have significant effects on purchase intention. In particular, attitude and perceived behavioral control were found to be the strongest determinants of purchase intention. In addition, the increase in consumers' risk perception towards olive oil was found to lead to conscious and selective purchasing behavior. The results of the study provide important insights in terms of marketing strategies, consumer education and policy development in the olive oil sector.

Keywords

Olive oil consumption , Theory of Planned Behavior , Kayseri , Türkiye.

Tüketicilerin Zeytinyağı Satın Alma Niyetini Etkileyen Faktörlerin Planlı Davranış Teorisi Kapsamında Değerlendirilmesi

Abstract

Bu çalışma, Kayseri ili merkez ilçede yaşayan tüketicilerin zeytinyağı tüketim tercihlerini Planlı Davranış Teorisi (TPB) çerçevesinde incelemektedir. Zeytinyağı tüketimi, sağlık faydaları, kültürel miras ve ekonomik dinamiklerle şekillenen bir olgudur. Araştırma, 271 tüketiciyle yüz yüze yapılan anketlerden elde edilen verilerle gerçekleştirilmiştir. Örneklem belirleme sürecinde oransal örnekleme yöntemi kullanılmıştır. Analizlerde yapısal eşitlik modeli (SEM) uygulanarak tüketicilerin zeytinyağı satın alma niyetlerini etkileyen faktörler belirlenmiştir. Bulgular, tüketici tutumları, algılanan fiyat, algılanan davranışsal kontrol ve algılanan riskin satın alma niyeti üzerinde anlamlı etkileri olduğunu göstermektedir. Özellikle, tutum ve algılanan davranışsal kontrolün satın alma niyeti üzerinde en güçlü belirleyiciler olduğu tespit edilmiştir. Ayrıca, tüketicilerin zeytinyağına yönelik risk algılarının artmasının, bilinçli ve seçici satın alma davranışlarına yol açtığı belirlenmiştir. Çalışma sonuçları, zeytinyağı sektöründe pazarlama stratejileri, tüketici eğitimi ve politika geliştirme açısından önemli bulgular sunmaktadır.

Keywords

Zeytinyağı tüketimi , Planlı Davranış Teorisi , Kayseri , Türkiye

Ethical Statement

Etik beyan dosyalar bölümüne eklenmiştir.

References

• Ajzen, I. (2020). The theory of planned behavior: frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314-324. https://doi.org/10.1002/hbe2.195
• Akinwande, M. O., Dikko, H. G., & Samson, A. (2015). Variance inflation factor: as a condition for the inclusion of suppressor variable (s) in regression analysis. Open Journal of Statistics, 5(07), 754.
• Akturan, U., & Tezcan, N. (2012). Mobile banking adoption of the youth market: Perceptions and intentions. Marketing Intelligence and Planning. 30(4), 444-459.
• Alam, S. S., & Sayuti, N. M. (2011). Applying the theory of planned behavior (TPB) in halal food purchasing. International Journal of Commerce and Management. 21(1), 8-20.
• Altuntaş, B. (2017). Y Kuşağının Mobil Öğrenme Uygulama Tercihini Etkileyen Faktörlerin İncelenmesi. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 6(6), 89-104. https://doi.org/10.15869/itobiad.356544
• Armitage, C., &Conner, M. (2001). Efficacy of the theory of planned behaviour: a meta‐analytic review. British Journal of Social Psychology, 40(4), 471-499. https://doi.org/10.1348/014466601164939
• Arslan, Y. (2012). Tüketicilerin Özel Markalı Ürünlere Yönelik Tutumları Ve Bu Tutumlara Etki Eden Faktörlerin Incelenmesi. [Yüsek lisans tezi]. Sakarya Üniversitesi, Sosyal Bilimler Enstitüsü.
• Büyüköztürk, Ş. (2002). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı. Kuram ve Uygulamada Eğitim Yönetimi, 32(32), 470-483.
• Byrne, B. M. (1994). Testing for the factorial validity, replication, and invariance of a measuring instrument: A paradigmatic application based on the Maslach Burnout Inventory. Multivariate Behavioral Research, 29(3), 289-311.
• Carlucci, D., Gennaro, B., Roselli, L., & Seccia, A. (2014). E-commerce retail of extra virgin olive oil: an hedonic analysis of italian smes supply. British Food Journal, 116(10), 1600-1617. https://doi.org/10.1108/bfj-05-2013-0138
• Çınar, N., Engindeniz, S., & Çınar, G. (2021). Tüketicilerde Organik Gıda Ürünü Satın Alma Niyeti; Aydın İli Örneği. Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(1), 15-26.
• Dağ, Z. Ö., & Dilbaz, B. (2015). Impact of obesity on infertility in women. Journal of the Turkish German Gynecological Association, 16(2), 111.
• Donat‐Vargas, C., Sandoval‐Insausti, H., Peñalvo, J., Iribas, M., Amiano, P., Bes–Rastrollo, M., … & Guallar‐Castillón, P. (2022). Olive oil consumption is associated with a lower risk of cardiovascular disease and stroke. Clinical Nutrition, 41(1), 122-130. https://doi.org/10.1016/j.clnu.2021.11.002
• Ergönül, P. G. (2020). Edible oil and fat consumption patterns among turkish consumers-a case study of manisa city. Novel Techniques in Nutrition &Amp; Food Science, 5(1). https://doi.org/10.31031/ntnf.2020.05.000605
• Franke, G., & Sarstedt, M. (2019). Heuristics versus statistics in discriminant validity testing: a comparison of four procedures. Internet Research, 29(3), 430-447.
• Gámbaro, A., Ellis, A., & Prieto, V. (2013). Influence of subjective knowledge, objective knowledge and health consciousness on olive oil consumption-a case study. Food and Nutrition Sciences, 04(04), 445-453. https://doi.org/10.4236/fns.2013.44057
• Gökçebağ, M., Dıraman, H., & Özdemir, D. (2013). Classification of Turkish Monocultivar (Ayvalık and Memecik cv.) Virgin Olive Oils from north and south zones of Aegean region based on their triacyglycerol profiles. Journal of the American Oil Chemists' Society, 90(11), 1661-1671.
• Guasch‐Ferré, M., Hu, F., Martínez‐González, M., Fitó, M., Bulló, M., Estruch, R., … & Salas‐Salvadó, J. (2014). Olive oil intake and risk of cardiovascular disease and mortality in the predimed study. BMC Medicine, 12(1). https://doi.org/10.1186/1741-7015-12-78
• Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115-135.
• Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal, 6(1), 1-55.
• Işk, N., Doğanlar, S., & Frary, A. (2011). Genetic diversity of Turkish olive varieties assessed by simple sequence repeat and sequence‐related amplified polymorphism markers. Crop Science, 51(4), 1646-1654.
• İlyasoglu, H., Özcelik, B., Van Hoed, V., & Verhe, R. (2010). Characterization of Aegean olive oils by their minor compounds. Journal of the American Oil Chemists' Society, 87, 627-636.
• Jovanović, M., & Joksimović, M. (2020). Consumer motives and barriers towards olive oil. The Journal Agriculture and Forestry, 66(1). https://doi.org/10.17707/agricultforest.66.1.22
• Kaiser, O. (1974). Isaiah 13-39 (1974): A Commentary. Westminster John Knox Press.
• Kaş, E. (2015). Otel Rezervasyon Siteleri Üzerinden Yapılan Online Alışverişin Teknoloji Kabul Modeliyle Incelenmesi. [Yayınlanmamış yüksek lisans tezi]. Balıkesir Üniversitesi, Sosyal Bilimler Enstitüsü.
• Klien, C. (2011). Social capital or social cohesion: what matters for subjective well-being (SWB). CEPS Working Papers, No: 2011/36.
• Koç, F., Kaya, N., Özbek, V., & Akkılıç, M. E. (2014). Algılanan fiyat ile tüketici güveni arasında algılanan hizmet kalitesinin aracı etkisi: Bankacılık ve GSM sektörlerinin karşılaştırılmasına yönelik bir araştırma. Pazarlama ve Pazarlama Araştırmaları Dergisi, 7(13), 1-26.
• Lee, M. C. (2009). Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit. Electronic Commerce Research and Applications, 8(3), 130-141.
• Martín‐Peláez, S., Covas, M., Fitó, M., Kušar, A., & Pravst, I. (2013). Health effects of olive oil polyphenols: recent advances and possibilities for the use of health claims. Molecular Nutrition & Food Research, 57(5), 760-771. https://doi.org/10.1002/mnfr.201200421
• Meng, X., Zhong, Y., Peng, Y., & Qian, C. (2022). Olive oil consumption and risk of cardiovascular disease and all-cause mortality: a meta-analysis of prospective cohort studies. Frontiers in Nutrition, 9. https://doi.org/10.3389/fnut.2022.1041203
• Neves, B., & Pires, I. (2018). The mediterranean diet and the increasing demand of the olive oil sector: shifts and environmental consequences. Region, 5(1), 101-112. https://doi.org/10.18335/region.v5i1.219
• Oplanıć, M., Xhakolları, V., Cerjak, M., Bubola, K., & Čehıć, A. (2022). Achieving economic sustainability by eco-labelling: case study of croatian olive oil and foreign consumers. Journal of Central European Agriculture, 23(3), 692-703. https://doi.org/10.5513/jcea01/23.3.3522
• Pehlivanoğlu, F., Erarslan, C., & Demir, S. (2021). Factors affecting competition in olive oil exports: panel data analysis of selected countries. case study. Agricultural Economics (Zemědělská Ekonomika), 67(12), 511-518.
• Pérez, L., & Gracía, A. (2023). Consumer preferences for olive oil in spain: a best-worst scaling approach. Sustainability, 15(14), 11283. https://doi.org/10.3390/su151411283
• Petričević, D., Velimirović, D., & Drlje, T. (2021). Positive health effects of olive oil. European Journal of Nutrition & Food Safety, 1-10. https://doi.org/10.9734/ejnfs/2021/v13i630426
• Roselli, L., Carlucci, D., & Gennaro, B. (2016). What is the value of extrinsic olive oil cues in emerging markets? empirical evidence from the u.s. e‐commerce retail market. Agribusiness, 32(3), 329-342. https://doi.org/10.1002/agr.21454
• Silva, S., Bronze, M., Figueira, M., Arês, P., Siwy, J., Combet, E., … & Mullen, W. (2014). Effect of medium-term consumption of olive oil on biomarkers of coronary artery disease defined by urinary proteomics. Proceedings of the Nutrition Society, 73(OCE1). https://doi.org/10.1017/s0029665114000202
• Soriguer, F., Rojo‐Martínez, G., Goday, A., Bosch-Comas, A., Bordiú, E., Caballero-Díaz, F., … & Vendrell, J. (2013). Olive oil has a beneficial effect on impaired glucose regulation and other cardiometabolic risk factors. [e-mail] study. European Journal of Clinical Nutrition, 67(9), 911-916. https://doi.org/10.1038/ejcn.2013.130
• Suprayogi, D., Indrastata, N., Hidayah, I., Faradisah, H., & Arief, R. (2023). A review article: potential anti-cholesterol of extract olive oil (olea europaea l.). ICHAFOHN, 1(1), 44-50. https://doi.org/10.29080/ichafohn.v1i1.1122
• Sünnetçioğlu, S., & Yıldırım, H. M. (2019). Sokak Yiyeceklerinin Tüketiminde Satıcıya Olan Güven, Algılanan Risk, Algılanan Fayda, Tutum ve Satın Alma Niyeti Arasındaki İlişkilerin İncelenmesi. Manas Sosyal Araştırmalar Dergisi, 8(3), 2799-2818.
• Tabachnick, B. G., Fidell, L. S., & Ullman, J. B. (2013). Using multivariate statistics (Vol. 6, pp. 497-516). Boston, MA: pearson.
• Taylor, S., & Todd, P. A. (1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144-176.
• Valls‐Pedret, C., Lamuela‐Raventós, R., Medina‐Remón, A., Quintana, M., Corella, D., Pintó, X., … & Ros, E. (2012). Polyphenol-rich foods in the mediterranean diet are associated with better cognitive function in elderly subjects at high cardiovascular risk. Journal of Alzheimer S Disease, 29(4), 773-782. https://doi.org/10.3233/jad-2012-111799
• Van der Heijden, H. (2003). Factors influencing the usage of websites: the case of a generic portal in The Netherlands. Information and Management, 40(6), 541-549.
• Wu, J. H., & Wang, S. C. (2005). What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model. Information and Management, 42(5), 719-729.
• Yangui, A., Costa‐Font, M., & Roig, J. (2014). Revealing additional preference heterogeneity with an extended random parameter logit model: the case of extra virgin olive oil. Spanish Journal of Agricultural Research, 12(3), 553-567. https://doi.org/10.5424/sjar/2014123-5501
• Yaylacı, A. Ç. (2022). Zeytinyağı Satın Alma Niyetini Etkileyen Faktörler: Planlı Davranış Teorisi Çerçevesinde Bir Araştırma. [Yüsek lisans tezi]. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü.
• Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.
• Zhang, Y., Zhuang, P., Wu, F., He, W., Mao, L., Wang, J., … & Jiao, J. (2021). Cooking oil/fat consumption and deaths from cardiometabolic diseases and other causes: prospective analysis of 521,120 individuals. BMC Medicine, 19(1). https://doi.org/10.1186/s12916-021-01961-2
• Zeren, D., & Elhan, M. (2017). Fiyat promosyonlarına yönelik tüketici tutumlarına etki eden faktörler. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 26(2), 143-158.