Türkiye’de Koronavirüs (COVID-19) Salgınında Tüketicilerin Gıda Değeri Algısına Göre Sağlık Bilinci

Year 2022, Volume: 28 Issue: 2, 203 - 211, 09.01.2023

Cihat Günden , Duygu Tosun

https://doi.org/10.24181/tarekoder.1192156

Abstract

Amaç: Türkiye’de tüketicilerin gıda değerlerini ve sağlık bilincini düzeyini belirlemek, gıda değerleri algısına göre sağlık bilinci düzeyini incelemek amaçlanmıştır.
Tasarım/Metodoloji/Yaklaşım: Araştırmanın ana materyalini, Türkiye genelinde 1050 tüketici ile bilgisayar destekli web görüşmesi (CAWI) yöntemiyle elde edilmiş veriler oluşturmaktadır. Tüketiciler belirlenirken, Türkiye temsili olacak şekilde cinsiyet, yaş ve Sosyo-ekonomik Statü (SES) kriterleri dikkate alınmıştır. Tüketicinin sağlık bilinci düzeyini ölçmek için Sağlık Bilinci Ölçeği, gıda değer sistemini belirlemede ise Gıda Değerleri Listesi kullanılmıştır. Tüketicilerin gıda değerlerinin temelinde yatan boyutları belirlemek amacıyla faktör analizi uygulanmış ve gıda değeri boyutuna ait faktör skorunun negatif ve pozitif olma durumuna göre tüketiciler segmetlere ayrılmıştır.
Bulgular: Araştırma sonuçları, tüketicilerin yaklaşık %50’sinin ortalama sağlık bilinci düzeyinin altında olduğu belirlenmiştir. Türkiye’de, toplum tarafından genel kabul gören sekiz gıda değerinin olduğu tespit edilmiştir. Tüketicilerin %54.3’ü gıda değerlerine ilgisizdir. Gıda değerlerine önem vermeyenlerin sağlık bilincinin düşük olduğunu göstermektedir.
Özgünlük/değer: Araştırma sonuçlarının, sağlık bilincini arttırmaya yönelik tüketici davranışı değişikliği hedefleyen politika araçlarının ve uygulamalarının daha etkili olması için gerekli olan bilimsel bulguları sağlaması beklenmektedir.

Keywords

Sağlık bilinci, gıda değeri, COVID-19, tüketici segmenti

Supporting Institution

TÜBİTAK

Project Number

120K520

Thanks

Bu çalışma TÜBİTAK tarafından desteklenen 120K520 no’lu araştırma projesinden elde edilmiştir. Projeye finansal destek sağlayan TÜBİTAK’a teşekkür ederiz.

Consumers’ Health Consciousness in Perception of Food Values during Coronavirus (COVID-19) Pandemic in Turkey

Abstract

Purpose: The study aims to determine consumers’ food values and health consciousness in Turkey and examine the level of health consciousness according to the perception of food values.
Design/methodology/approach: The data were obtained from 1050 consumers via computer-assisted web interviewing (CAWI) across Turkey. Gender, age and socio-economic status (SES) were taken into account in order to represent Turkey while determining the consumers. The Health Consciousness Scale was used to measure the health consciousness and the List of Values was used to determine the food value system. Factor analysis was conducted to identify the underlying dimensions of consumers' food values and consumers were segmented according to whether the factor score of the food value dimension was negative or positive.
Findings: The results showed that approximately 50% of consumers are below the average health consciousness level. The analysis produced one dimension including commonly held eight food values. 54.3% of consumers were apathetic to food values. It shows that those who do not care about food values have low health consciousness.
Originality: It is expected that results of the study will provide necessary scientific findings for more effective policy tools and practices aimed at changing consumer behavior to increase health consciousness.

Keywords

Health consciousness, Food values, COVID-19, consumer segmentation

Project Number

120K520

References

• Camargo, A.M., Alyne M. Botelho, A.M, Dean, M. and Fiates, G.M.R. (2020). Meal Planning by High and Low Health Conscious Individuals during a Simulated Shop in the Supermarket: A Mixed Methods Study. Appetite, 144 (2020): 104468.
• Cvirik, M. (2020). Health Conscious Consumer Behaviour: The Impact of a Pandemic on the Case of Slovakia. Central European Business Review, 9(4): 45-58.
• Cvirik, M. (2021). Is Health Consciousness Important at the Time of Coronavirus? The Case of Slovakia and Hungary. Central European Business Review, 10(4): 83-97.
• DiPietro, R.B., Remar, D. and Parsa, H.G. (2016). Health Consciousness, Menu Information, and Consumers’ Purchase Intentions: An Empirical Investigation. Journal of Foodservice Business Research, 19(5): 497-513.
• Gould, S.J. (1988). Consumer Attitudes toward Health and Health Care: A Differential Perspective. The Journal of Consumer Affairs, 22(1): 96-118.
• Hair, J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2010). Multivariate Data Analysis (7th Edition). New Jersey: Prentice Hall.
• Hallsworth, M., Snijders, V., Burd, H., Prestt, J., Judah, G., Huf, S. and Halpern, D. (2016). Applying Behavioral Insights: Simple Ways to Improve Health Outcomes. Doha, Qatar: World Innovation Summit for Health.
• Janetius, S.T. and Krithika S., (2020). Health Consciousness and Health Knowledge among Yoga Enthusiasts during COVID-19 pandemic 2020: A qualitative analysis. International Journal of Science and Healthcare Research, 5(4): 1-5.
• Jin, N.P., Line, N.D. and Lee, S.M. (2017). The Health Conscious Restaurant Consumer: Understanding the Experiential and Behavioral Effects of Health Concern. International Journal of Contemporary Hospitality Management, 29(8): 2103-2120.
• Kahneman, D. (2011). Thinking, Fast and Slow. New York: FSG.
• Lusk, J.L. and Briggerman, B.C. 2009. Food Values. American Journal of Agricultural Economics, 91(1): 184-196.
• Malhotra, N.K. (2010). Marketing Research, An Applied Orientation (6th Edition). New Jersey: Pearson.
• Margraf J., Brailovskaia J. and Schneider S. (2020). Behavioral Measures to Fight COVID-19: An 8-country Study of Perceived Usefulness, Adherence and their Predictors. PLoS ONE, 15(12): e0243523
• Merter, C.A. and Vannatta, R.A. (2010). Advanced and Multivariate Statistical Methods, Practical Application and Interpretation (4th Edition). California: Pyrczak Publishing.
• Muro-Rodríguez, A.I., Pérez-Jiménez, I.R.; Esteban-Dorado, A. and Martínez-Ruiz, M.P. (2021). Food Values, Satisfaction, and Loyalty: Some Evidence in Grocery Retailing Acquired during the COVID-19 Pandemic. Sustainability, 13(7): 3908.
• Pallant, J. (2010). SPSS Survival Manual, a Step by Step Guide to Data Analysis Using SPSS (4th Edition). New York, NY: MacGraw‐Hill.
• Perrotta, D., Grow, A., Rampazzo, F., Cimentada, J., Del Fava E., Gil-Clavel, S. and Zagheni, E. (2021). Behaviours and Attitudes in Response to the COVID-19 Pandemic: Insights from a Cross-national Facebook Survey. EPJ Data Science, 10(1):17.
• Pu, B., Zhang, L., Tang, Z. and Qiu, Q. (2020). The Relationship between Health Consciousness and Home-Based Exercise in China during the COVID-19 Pandemic. International Journal of Environmental Research and Public Health, 17(16): 5693
• Sunstein, C.R. (2017). Nudges that Fail. Behavioural Public Policy, 1(1):4-25.
• Tabachnick, B. G. and Fidell, L. S. (2007). Using Multivariate Statistics (5th Edition). New York: Pearson.
• Tversky, A. and Kahneman, D. (1981). The Framing of Decisions and the Psychology of Choice. Science, 211(4481): 453-458.
• Zhang, N., Jia, W., Lei, H., Wang, P., Zhao, P., Guo, Y., Dung, CH., Bu, Z., Xue, P., Xie, J., Zhang, Y., Cheng, R. and Li, Y. (2020). Effects of Human Behaviour Changes during the COVID-19 Pandemic on Influenza Spread in Hong Kong. Clinical Infectious Diseases, 73(5): e1142-e1150.