TÜKETİCİLERİN ORGANİK GIDA ÜRÜNLERİNE YÖNELİK SATIN ALMA NİYETİNİ VE SATIN ALMA DAVRANIŞINI ETKİLEYEN FAKTÖRLER: İSTANBUL İLİ ÜZERİNE BİR ARAŞTIRMA

Abstract

Dünyadaki sınırlı kaynakların hızla tükenmesi neticesinde ve gelecek nesiller adına daha sürdürülebilir bir toplum yaratılabilmesi amacıyla; daha sağlıklı ve çevreye daha saygılı şekilde beslenebilmek için, organik gıda tüketiminin de giderek arttığı gözlemlenmektedir. Özellikle de geleneksel olarak üretilen endüstriyel tarım ürünlerinin topluma, çevreye, hayvanlara ve insan sağlığına verdiği zararların iyice anlaşılmasından dolayı, organik tarım sistemiyle üretilerek pazara sunulan organik gıda ürünleri her geçen gün değer kazanmaktadır. Bu bağlamda yapılan bu çalışmanın asıl amacı; kavramsal açıdan ‘’Planlanmış Davranış Teorisi’’ modeline dayanılarak, bireylerin organik gıdaya yönelik tutumlarını hangi faktörlerin etkilediğini belirlemek ve buna bağlı olarak da bu tüketicileri organik gıda satın alma davranışına hangi etmenlerin teşvik ettiğini ortaya koymaktır. Buna göre İstanbul ilinde organik gıda satın alan 18 yaş ve üzerindeki katılımcılardan, kolayda örnekleme metoduyla toplanan 473 anket verisi, istatistiksel yöntemler kullanılarak analiz edilmiş ve yapılan analizler sonucunda da; sağlık endişesi, algılanan gıda güvenliği ve algılanan gıda fiyatı faktörlerinin, tüketicilerin organik gıdaya yönelik tutumlarını etkileyen unsurlar olduğu görülmüştür. Ayrıca buna bağlı olarak da bu bireylerin organik gıdaya yönelik tutumlarının, organik gıda satın alma davranışlarını etkilediği sonucuna ulaşılmıştır. Diğer taraftan besin değeri ve lezzet, algılanan gıda kalitesi ve çevresel kaygı faktörleri ise, bu araştırma kapsamında tüketicilerin organik gıdaya yönelik tutumları üzerinde etkili olmayan unsurlar olarak bulunmuştur.

Keywords

• Yeşil pazarlama
• yeşil tüketici davranışları
• planlanmış davranış teorisi
• tutum
• satın alma niyeti
• tüketici satın alma davranışı

FACTORS AFFECTING CONSUMERS’ PURCHASE INTENTION AND PURCHASING BEHAVIOR OF ORGANIC FOOD PRODUCTS: A RESEARCH IN ISTANBUL

Abstract

While the resources in the world are rapidly depleting, it can be said that environmental activities are increasing day by day to create a more sustainable society for the future generations. In this regard, it is observed that the consumption of organic food is gradually increasing in order to be fed in a healthier way. For this reason, the organic food products are gaining value day by day due to the fact that industrial agricultural products cause to society, the environment and human health. In this context, the main purpose of this study is conceptually based on the "Planned Behavior Theory", to determine which factors affect consumers' attitudes towards organic food and to define what are the factors that encourage these consumers to buy organic food products. Within the scope of this study, 473 survey data were collected from the participants who have purchased the organic food products in Istanbul were analyzed by using statistical methods. As a result of the study, it has been determined that health consciousness, perceived safety of food products and perceived price of food products are the factors that affect consumers' attitudes towards organic food products. In addition, it has been concluded that attitudes of these consumers affect their purchasing behavior. On the other hand, the nutritional value, perceived quality of food products and the environmental concern were found to be ineffective factors on consumers' attitudes towards organic food products within the scope of this research.

Keywords

• Green marketing
• green consumer behavior
• theory of planned behavior
• attitude
• purchase intention
• purchase behavior

References

1. Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
2. Allen, G., & Albala, K. (2007). The Business of Food : Encyclopedia of the Food and Drink Industries (1. b.). Westport: Greenwood Publishing Group, Inc.
3. Amodio, M. L., Colelli, G., Hasey, J. K., & Kader, A. A. (2007). A Comparative Study of Composition and Postharvest Performance of Organically and Conventionally Grown Kiwifruits. Journal of the Science of Food and Agriculture, 87(7), 1228–1236.
4. Aschemann, J., Hamm, U., Naspetti, S., & Zanoli, R. (2007). The Organic Market. W. Lockeretz içinde, Organic Farming: An International History (s. 123-152). Trowbridge: UK: Cromwell Press.
5. Becker, M. H., Maiman, L. A., Kirscht, J. P., Haefner, D. P., & Drachman, R. H. (1977). The Health Belief Model and Prediction of Dietary Compliance: A Field Experiment. Journal of Health and Social Behavior, 18(4), 348-366.
6. Bentler, P. M., & Speckart, G. (1979). Models of Attitude–Behavior Relations. Psychological Review, 86(5).
7. Blythe, J. (2001). Pazarlama İlkeleri. (Y. Odabaşı, Çev.) İstanbul: Bilim Teknik Yayınevi.
8. Bormane, S., Skiltere, D., & Batraga, A. (2017). Sustainability: Economic, Environmental And Public Issues, Marketing Possibilities. Regional Formation and Development Studies, Vol.3 , Issue: 23, 21-35.

9. Chen, M.-F. (2009). Attitude Toward Organic Foods Among Taiwanese as Related to Health Consciousness, Environmental Attitudes, and the Mediating Effects of a Healthy Lifestyle. British Food Journal, 111(2), 165-178.
10. Cook, A. J., Kerr, G. N., & Moore, K. (2002). Attitudes and Intentions towards Purchasing GM Food. Journalof Economic Psychology, 23, 557–572.
11. Curvelo, I. C., Watanabe, E. A., & Alfinito, S. (2019). Purchase intention of organic food under the influence of attributes, consumer trust and perceived value. Rege, 26(3), 198-211.
12. Daily, G., & Erlich, P. (1996). Socioeconomic Equity, Sustainability and Earth’s Carrying Capacity. Ecological Applications, 6(4), 991-1001.
13. Del Amor, F. M. (2007). Yield and Fruit Quality Response of Sweet Pepper to Organic and Mineral Fertilization. Renewable Agriculture and Food Systems, 22(3), 233–238.
14. Dillard, J. P., & Shen, L. (2013). The Persuasion Handbook: Developments in Theory and Practice (2. b.). Los Angeles: Sage Publications.
15. Fillion, L., & Arazi, S. (2002). Does Organic Food Taste Better? A claim Substantiation Approach. Nutrition & Food Science, 32(4), 153 -157.
16. Fishbein, M., & Ajzen, I. (1975). Beliefs, Attitude, Intention and Behavior: An Introduction to Theory and Research. Massachusetts: Addison Wesley Pub Lishing Company.
17. Fotopoulos, C., & Krystallis, A. (2002). Organic Product Avoidance: Reasons for Rejection and Potential Buyers' Identification in a Countrywide Survey. British Food Journal, 104 (3/4/5), 233-260.
18. Fotopoulos, C., & Krystallis, A. (2002). Purchasing Motives and Profile of the Greek Organic Consumer: a Countrywide Survey. British Food Journal, 104(9), 730-765.
19. Gould, S. J. (1988). Consumer Attitudes Toward Health and Health Care: A Differential Perspective. The Journal of Consumer Affairs, 22(1), 96-118.
20. Grunert, K. J. (2002). Current issues in the Understanding of Consumer Food Choice. Trends in Food Science & Technology, 13(8), 275–285.
21. Harper, G. C., & Makatouni, A. (2002). Consumer Perception of Organic Food Production and Farm Animal Welfare. British Food Journal, 104(3/4/5), 287 - 299.
22. Honkanen, P., Verplanken, B., & Olsen, S. O. (2006). Ethical Values and Motives Driving Organic Food Choice. Journal of Consumer Behaviour, 5(5), 420-430.
23. Hu, L.T., & Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives. Structural Equation Modeling, 6(1), 1–55.
24. İçağa, Y. (1994). Analysis of Trends in Water Quality Using Nonparametric Methods. Dokuz Eylül Üniversitesi Fen Bilimleri Enstitüsü, 174. İzmir, Türkiye .
25. Kareklas, I., Carlson, J. R., & Muehling, D. D. (2014). I Eat Organic for My Benefit and Yours: Egoistic and Altruistic Considerations for Purchasing Organic Food and Their Implications for Advertising Strategists. Journal of Advertising, 43(1), 18-32.
26. Kim, R., Suwunnamek, O., & Toyoda, T. (2008). Consumer Attitude towards Organic Labeling Schemes in Japan. Journal of International Food and Agribusiness Marketing, 20(3), 55-71.
27. Kozak, M. A., & Doğan, M. (2014). Dinleme Davranışının Müşterinin Satın Alma Niyeti ve Satın Alma Davranışına Etkisi: Seyahat Acentası. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi, 15(2), 57-83.
28. Krause, D. (1993). Environmental Consciousness: An Empirical Study. Journal of Environment and Behavior, 25(1), 126-142.
29. Krissoff, B. (1998). Emergence of U.S. Organic Agriculture - Can We Compete? Discussion. American Journal of Agricultural Economics, 80(5), 1130-1133.
30. Krystallis, A., Fotopoulos, C., & Zotos, Y. (2006). Organic Consumers' Profile and Their Willingness to Pay (WTP) for Selected Organic Food Products in Greece. Journal of International Consumer Marketing, 19(1), 81-106.
31. Kulikovski, V., & Agolli, M. (2010, Ocak). Drivers of Organic Food Consumption in Greece. (D. V. Grougiou, Dü.) Thessaloniki, Greece: International Hellenic University School of Economics & Business Administration .
32. Lea, E., & Worsley, A. (2005). Australians' Organic Food Beliefs, Demographics and Values. British Food Journal, 107(11), 855-869.
33. Lee, K. (2009). Gender Differences in Hong Kong Adolescent Consumers' Green Purchasing Behavior. Journal of Consumer Marketing, 26(2), 87-96.
34. Lockie, S., Lyons, K., Lawrence, G., & Grice, J. (2004). Choosing Organics: A Path Analysis of Factors Underlying the Selection of Organic Food Among Australian Consumers. Appetite, 43(2), 135–146.
35. Lockie, S., Lyons, K., Lawrence, G., & Mummery, K. (2002). Eating ‘Green’: Motivations Behind Organic Food Consumption in Australia. Sociologia Ruralis, 42, 23-40.
36. Magnusson, M. K., Arvola, A., Koivisto Hursti, U.-K., Aberg, L., & Sjöden, P.-O. (2001). Attitudes towards Organic Foods Among Swedish Consumers. British Food Journal, 103(3), 209-226.
37. Padel, S., & Foster, C. (2005). Exploring the Gap Between Attitudes and Behaviour: Understanding Why Consumers Buy or Do not Buy Organic Food. British Food Journal, 107(8), 606-625.
38. Putrevu, S., & Lord, K. R. (1994). Comparative and Noncomparative Advertising: Attitudinal Effects under Cognitive and Affective Involvement Conditions. Journal of Advertising, 23(2), 77-91.
39. Rezai, G., Teng, P. K., Mohamed, Z., & Shamsudin, M. N. (2011). Consumers’ Awareness and Consumption Intention Towards Green Foods. African Journal of Business Management, 6(12), 4496-4503.
40. Roddy, G., Cowan, C. A., & Hutchinson, G. (1996). Consumer Attitudes and Behaviour to Organic Foods in Ireland. Journal of International Consumer Marketing, 9(2), 41-63.
41. Roitner-Schobesberger, B., Darnhofer, I., Somsook, S., & Vogl, C. R. (2008). Consumer Perceptions of Organic Foods in Bangkok, Thailand. Food Policy, 33, 112-121.
42. Saleki, Z. S., & Seyedsaleki, S. M. (2012). The Main Factors Influencing Purchase Behaviour of Organic Products in Malaysia. Interdisciplinary Journal of Contemporary Research in Business, 4(1), 98-116.
43. Schifferstein, H. N., & Oude Ophuis, P. A. (1998). Health-Related Determinants of Organic Food Consumption in Netherlands. Food Quality and Preference, 9(3), 119-133.
44. Shaharudin, M. R., Pani, J. J., Mansor, S. W., & Elias, S. J. (2010). Purchase Intention of Organic Food; Perceived Value Overview. Canadian Social Science, 6(1), 70-79.
45. Shepherd, R., Magnusson, M., & Sjödén, P.-O. (2005). Determinants of Consumer Behavior Related to Organic Foods. AMBIO: A Journal of the Human Environment, 34(4), 352-359.
46. Steiger, J. H. (2007). Understanding the Limitations of Global Fit Assessment in Structural Equation Modeling. Personality and Individual Differences, 42(5), 893–898.
47. Tarkiainen, A., & Sundqvist, S. (2005). Subjective Norms, Attitudes and Intentions of Finnish Consumers in Buying Organic Food. British Food Journal, 107(11), 808 - 822.
48. Tobin, J. (1959). On the Predictive Value of Consumer Intentions and Attitudes. The Review of Economics and Statistics, 41(1), 1-11.
49. Truong, T. T., Yap, M. H., & Ineson, E. M. (2012). Potential Vietnamese Consumers' Perceptions of Organic Foods. British Food Journal, 114(4), 529-543.
50. Vindigni, G., Janssen, M. A., & Jager, W. (2002). Organic Food Consumption: A Multi-theoretical Framework of Consumer Decision Making. British Food Journal, 104(8), 624-642.
51. Völckner, F., & Hofmann, J. (2007). The Price-perceived Quality Relationship: A Meta-analytic Review and Assessment of Its Determinants. Marketing Letters, 18(3), 181-196.
52. Wee, C. S., Ariff, M. S., Zakuan, N., Tajudin, M. N., Ismail, K., & Ishak, N. (2014). Consumers Perception, Purchase Intention and Actual Purchase Behavior of Organic Food Products. Review of Intergrative Business and Economics, 3(2), 378-397.
53. Wheaton, B., Muthen, B., Alwin, D. F., & Summers, G. (1977). Assessing Reliability and Stability in Panel Models. Sociological Methodology, 8, 84-136.
54. Williams, P. R., & Hammit, J. K. (2001). Perceived Risks of Conventional and Organic Produce: Pesticides, Pathogens, and Natural Toxins. Risk Analysis, 21(2), 319-330.
55. Young, J. E., Zhao, X., Carey, E. E., Welti, R., Yang, S.-S., & Wang, W. (2005). Phytochemical Phenolics in Organically Grown Vegetables. Molecular Nutrition and Food Research, 49(12), 1136 – 1142.
56. Yücel, M., & Ekmekçiler, Ü. S. (2008). Çevre Dostu Ürün Kavramına Bütünsel Yaklaşım; Temiz Üretim Sistemi, Eko-Etiket, Yeşil Pazarlama. Elektronik Sosyal Bilimler Dergisi, 7(26), 320-333.
57. Zanoli, R., & Naspetti, S. (2002). Consumer Motivations in the Purchase of Organic Food: A Means-end Approach. British Food Journal, 104(8), 643-653.
58. Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality and Value: A Means- End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2-22.