Annelerin ve Hamilelerin Organik Gıda Satın Alma Davranışları

Abstract

Son yıllarda, özellikle tarım alanındaki yeni üretim tekniklerinin özellikle insan sağlığının üzerindeki olumsuz etkileri, tüketici tercihlerini değiştirmiş, alışverişte daha doğal gıdaların tercih edilmesine vesile olmuştur. Tüketici talebinde yaşanan bu değişim, dikkatleri organik gıda üzerine çekmiş, özellikle tüketici açısından incelenmesini gerekli kılmıştır. Nitekim, bu talep artışıyla beraber, organik gıda tüketim davranışlarıyla ilgili yerli ve yabancı literatürde araştırma sayısında artış olmuştur. Yapılan araştırmaların pek çoğunda organik ürün satın alanların genellikle çocuk sahibi kadınlar olduğu görülmüştür. Bu çalışmada literatürdeki diğer çalışmalardan farklı olarak sadece annelerin ve anne adaylarının (hamilelerin) organik gıdalara yönelik algılarının, satın alma sebeplerinin, satın alma engellerinin ve ödeme istekliliklerinin belirlenmesi amaçlanmıştır. Araştırma verileri anket yöntemi ile toplanmış, anket uygulaması sosyal medyada gerçekleşmiştir. Araştırmanın örneklemini, daha önce en az bir kere organik gıda satın almış 601 anne veya anne adayı katılımcı oluşturmuştur. Araştırma sonuçlarına göre katılımcılarının en çok tükettiği organik gıdanın yumurta olduğu ortaya çıkmıştır. Araştırma değişkenlerinin katılımcıların demografik özelliklerine göre farklılaşıp farklılaşmadığı Kruskal Wallis testi ile test edilmiş ve anlamlı farklılıklar tespit edilmiştir. Katılımcıların ödeme isteklilikleri koşullu değerleme yöntemi ile hesaplanmış, yumurta için %131, salça için %132, kavanoz maması için ise %175 ödeme isteğinde artış belirlenmiştir. 

Keywords

• Organik gıda,Ödeme istekliliği

Mother’s and Pregnant’s Organic Food Purchasing Behaviors

Abstract

In recent years, the negative effects of new production techniques in agriculture, especially on human health, have changed consumer preferences and have led to the preference of more natural foods for shopping. This change in consumer demand has attracted attention to organic food, especially in terms of consumers. As a matter of fact, with the increase of this demand, the number of researches in domestic and foreign literature about organic food consumption behavior has increased. Most of the researches have found that organic product buyers are usually children-owned women. In this study, unlike other studies in the literature, it is aimed to determine the perceptions, purchasing causes, purchasing barriers and willingness to pay only for mother and mother candidates (pregnant women). The research data were collected by the questionnaire method and the questionnaire was performed in the social media. The sample of the study consisted of 601 mothers or mothers candidates who had previously bought organic food at least once. Results show that the most consumed organic food by research participants is egg. The Kruskal Wallis test was used to test whether the research variables differed according to the demographic characteristics of the participants and significant differences were found. Participants' willingness to pay was calculated by the contingent valuation method, with an increase of 131% for eggs, 132% for tomato paste, 175% for jar baby food.

Keywords

• Organic food,Willingness to pay

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