INVESTIGATION OF CONSUMERS 'ORGANIC FOOD PURCHASES IN THE CONTEXT OF THE RELATIONSHIP OF PERSONAL VALUES AND INDIVIDUAL FACTORS - TÜKETİCİLERİN ORGANİK GIDA SATIN ALMA NİYETLERİNİN KİŞİSEL DEĞERLER İLE BİREYSEL FAKTÖRLER İLİŞKİSİ BAĞLAMINDA ARAŞTIRILMASI*

Year 2020, Volume: 7 Issue: 2, 297 - 325, 30.07.2020

Aysel Erciş Tuğba Yıldız F.görgün Deveci

https://doi.org/10.30798/makuiibf.573331

Cited By: 2

Abstract

The aim of
this research was to determine the premises of the personal values affecting
the organic product selection of consumers and to analyze the effect of
environmental, price and health consciousness on the attitude towards purchase.
The results of this research show that while personal values are effective on
individual factors, health and environmental consciousness, which are among the
individual factors, have an effect on the attitude towards purchase. However,
the dimension of price consciousness does not have an effect on the attitude
towards purchase. Furthermore, the findings of the research revealed that the
attitude towards purchase has an effect on purchase intention. Consequently,
the subjective norm has a moderator effect between the purchase intention and
the attitude towards purchase. 

Keywords

Organic Product, Personal Values, Individual Factors, Subjective Norm, Purchase Intention

Supporting Institution

Atatürk Üniversitesi

Project Number

Project ID: SHD-2018-6663

Thanks

Acknowledgement: This research has been supported by Atatürk University Coordinatorship Unit of Scientific Research Projects (Project ID: SHD-2018-6663).

TÜKETİCİLERİN ORGANİK GIDA SATIN ALMA NİYETLERİNİN KİŞİSEL DEĞERLER İLE BİREYSEL FAKTÖRLER İLİŞKİSİ BAĞLAMINDA ARAŞTIRILMASI* - INVESTIGATION OF CONSUMERS 'ORGANIC FOOD PURCHASES IN THE CONTEXT OF THE RELATIONSHIP OF PERSONAL VALUES AND INDIVIDUAL FACTORS

Abstract

Bu araştırmanın amacı
tüketicilerin organik ürün seçimini etkileyen kişisel değerlerin öncüllerini
belirlemek; çevre, fiyat ve sağlık bilincinin satın almaya yönelik tutum
üzerindeki etkisini incelemektir. Araştırma sonuçlarına göre kişisel değerler
bireysel faktörler üzerinde etkili iken; satın almaya yönelik tutum üzerinde
bireysel faktörlerden sağlık ve çevre bilincinin etkisi vardır. Ancak fiyat
bilinci boyutunun satın almaya yönelik tutum üzerinde etkisi bulunmamaktadır.
Ek olarak bulgular satın almaya yönelik tutumun satın alma niyeti üzerinde
etkisi olduğunu göstermiştir. Son olarak satın alma niyeti ve satın almaya
yönelik tutum arasında öznel normun moderatör etkisi bulunmaktadır.      

Keywords

Organik Ürün, Kişisel Değerler, Bireysel Faktörler, Öznel Norm, Satın Alma Niyeti

Project Number

Project ID: SHD-2018-6663

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