ORGANİK GIDAYA DAİR GÜVEN UNSURLARININ TÜKETİCİLERİN SATIN ALMA DAVRANIŞINA ETKİSİ

Year 2024, Issue: 68, 37 - 47, 31.08.2024

İbrahim Yemez , Tuğba Delice Akca

https://doi.org/10.18070/erciyesiibd.1376067

Abstract

Organik ürün, içeriğinde kimyasal maddeler ve sağlığa zararlı unsurlar barındırmayan ve daha çok gıda ürünleri için kullanılan bir kavramdır. Organik ürün pazarı da her geçen gün büyümektedir. Bu bağlamda bu çalışmada organik ürüne dair güven unsurlarının tüketicilerin satın alma davranışı üzerindeki etkisi faydacı tüketim açısından ele alınmak istenmiştir. Bu amaçla 1-30 Haziran 2021 tarihlerinde 18 yaşından büyük, toplam 366 kişiden çevrimiçi anket tekniği ile veriler toplanmıştır. Elde edilen verilere ilk olarak Doğrulayıcı Faktör Analizi uygulanmıştır. Bu analizle kullanılan ölçeğin uyum ve ayrışma geçerliliği ile iç tutarlılığı ortaya konmuş ve ölçeğin geçerli ve güvenilir olduğu görülmüştür. Daha sonra araştırma modeli YEM altında Yol Analizine tabi tutulmuştur. Analiz sonucunda organik gıda etiketi, yüksek fiyat ve yerli üretim değişkenlerinin faydacı tüketimi olumlu anlamda etkilediği ve ayrıca faydacı tüketim davranışının da satın alma davranışını olumlu yönde etkilediği bulunmuştur. Ancak çevresel bilinç ve sağlık içeriği değişkenlerinin hem faydacı tüketim hem de satın alma davranışı üzerinde doğrudan ve dolaylı, anlamlı bir etkisinin olmadığı bulunmuştur.

Keywords

Organik Gıda, Yerli Üretim, Sağlık İçeriği, Faydacı Tüketim

THE EFFECT OF TRUST FACTORS İN ORGANİC FOOD ON CONSUMERS' PURCHASİNG BEHAVİOR

Abstract

Organic product is a concept that does not contain chemicals or harmful elements and is mostly used for food products. The organic product market is also growing day by day. In this context, this study aimed to discuss the impact of trust factors regarding organic products on consumers' purchasing behavior from a utilitarian consumption perspective. For this purpose, data was collected via online survey technique from a total of 366 people over the age of 18 between 1-30 June 2021. First,Confirmatory Factor Analysis was applied to the data obtained. With this analysis, the convergent and discriminant validity and internal consistency of the scale used were demonstrated and the scale was found to be valid and reliable. Then, the research model was subjected to Path Analysis under SEM. As a result of the analysis, it was found that organic food label, high price and domestic production variables positively affected utilitarian consumption, and also utilitarian consumption behavior positively affected purchasing behavior. However, it was found that environmental awareness and health content variables did not have a significant direct or indirect effect on both utilitarian consumption and purchasing behavior.

Keywords

Organic Food, Domestic Production, Health Content, Utilitarian Consumption

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