Annelerin ve Hamilelerin Organik Gıda Satın Alma Davranışları

Year 2019, Volume: 18 Issue: 1, 457 - 478, 22.01.2019

Nur Özer Canarslan , Canan Yılmaz Uz

https://doi.org/10.21547/jss.436433

Cited By: 3

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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