Fear and Pleasure as Two Motives of Organic Food Consumption: A Research on Turkish Consumers

Year 2021, Volume: 18 Issue: 42, 5651 - 5672, 13.10.2021

Sami Sonat Özdemir

https://doi.org/10.26466/opus.913999

Abstract

As an ideology, organic food consumption significantly affects personal standards, attitudes and consumption behaviors. Human beings have always developed different methods to reach and choose reliable and delicious nutrients throughout history. The concepts of health and flavor create a structure based on fear and pleasure, which are the significant motivations in today’s food choices. The dimension of fear in consumption can be related to losing health through food consumption while the dimension of pleasure can be related to the expectation of a more satisfactory food experience in sensual terms. Based on this, food consumption in the frame of the dimension of fear is primarily analyzed in this study. Following this step, food consumption is analyzed in the scope of hedonic consumption. After that, the data gathered between December 2019 and February 2020 on Turkish consumers’ food consumption behaviors are analyzed to present the impacts of these elements on food consumption. As a result of the analyses, it is determined that Turkish consumers are motivated by the elements of fear and pleasure in food consumption. Besides, the fear of losing health has a bigger impact on organic food consumption than hedonic expectations. This study contributes to the literature as it combines the elements of fear and pleasure as motivation factors in the context of organic food consumption. It is predicted that future studies focusing on this connection in Turkish consumers’ organic food consumption behaviors according to the socio-demographic differences and in a more detailed manner will contribute to food production and developing marketing strategies.

Keywords

Organic Food, Consumption, Motivation, Fear, Pleasure, Turkish Consumers

Organik Gıda Tüketiminin İki Güdüleyicisi Olarak Korku ve Haz: Türk Tüketiciler Üzerine Bir Araştırma

Abstract

Organik gıda tüketimi bir ideoloji olarak, bir değerler bütününe bağlı kişisel ölçüler, tutumlar ve tüketim davranışlarını etkileyen bir olgudur. İnsanlar, tarih boyunca güvenli ve lezzetli gıdayı seçmek için çeşitli yöntemler geliştirmişlerdir. Sağlık ve lezzet olguları, bugün de gıda seçiminde en önemli motivasyonlar olarak öne çıkan korku ve haz temelli bir yapıyı ortaya çıkarmaktadır. Zira tüketimin korku boyutu, gıda tüketimi bağlamında sağlığı kaybetme korkusuyla; haz boyutu ise duyusal anlamda daha doyurucu bir gıda deneyimi beklentisiyle ilişkilendirilebilir. Böylece, bu çalışmada öncelikle tüketimin korku boyutu açısından gıda tüketimi ele alınmıştır. Daha sonra gıda tüketimi hedonik tüketim kapsamında değerlendirilmiş, ardından Türk tüketicilerin organik gıda tüketimine ilişkin, Aralık 2019 ve Şubat 2020 tarihleri arasında toplanan veriler, bahsi geçen unsurların gıda tüketimdeki etkisini ortaya koymak üzere analiz edilmiştir. Gerçekleştirilen analizler neticesinde, Türk tüketicilerin organik gıda tüketiminde korku ve haz unsurları tarafından güdülendiği sonucuna ulaşılmıştır. Bununla birlikte sağlığı kaybetme korkusu, organik gıda tüketiminde hedonik beklentilerin önüne geçmektedir. Bu çalışma korku ve haz olgularını birer motivasyon faktörü olarak, organik tüketim bağlamında bir araya getirmesi dolayısıyla literatüre katkı yapmaktadır. Söz konusu bağlantının ele alınabileceği gelecek çalışmaların, Türk tüketicilerin organik gıda tüketim davranışlarına sosyo-demografik farklılıklar doğrultusunda ve daha derinlemesine odaklanmasının, gıda üretimi ve pazarlama süreçlerine ilişkin stratejilerin geliştirilmesi noktasında fayda sağlayacağı öngörülmektedir.

Keywords

Organik Gıda, Tüketim, Motivasyon, Korku, Haz, Türk Tüketiciler

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