Kooperatif Organik Gıda Ürünlerine Yönelik Tüketici Unsurlarının Satın Alma Niyeti ve Davranışı Üzerindeki Etkileri

Yıl 2025, Cilt: 11 Sayı: 1, 52 - 71, 30.06.2025

Kübra Göksu Köstepen Özbek , Hakan Aracı

https://doi.org/10.61513/tead.1597870

Öz

Tüm dünyanın sürdürülebilirliğe önem vermeye başladığı günümüzde tüketiciler alışkanlıklarını değiştirmekte, bu durum tüketicinin tüketimdeki alışveriş alışkanlıklarına da yansımaktadır. Günümüzde tüketicilerin gıda alışverişlerinde organik ürünlere yönelme eğilimi açıkça görülmektedir. Bu çalışma ile kooperatif organik gıda ürünlerine ilişkin çeşitli tüketici unsurlarının satın alma niyeti ve davranışı üzerindeki etkileri araştırılmak istenmiştir. Bu bağlamda 478 katılımcı ile gerçekleştirilen anketten elde edilen veriler ile yapısal eşitlik modeli oluşturulmuştur. Araştırmada, kooperatif organik gıda ürünlerine yönelik tutumun, kooperatif organik gıda ürünlerinin çevre dostu olduğuna yönelik inancın, kooperatif organik gıda ürünü bilgisinin ve kooperatif organik gıda ürünü etiketinin, tüketicilerin kooperatif organik gıda ürünlerini satın alma niyeti üzerine etkisinin olup olmadığı test edilmeye çalışılmıştır. Bunun yanı sıra, kooperatif organik gıda ürünlerinin çevre dostu olduğuna yönelik inancın bağımsız değişkenler ile kooperatif gıda ürünlerinin satın alma niyeti arasındaki ilişkide düzenleyici etkisinin olup olmadığı belirlenmeye çalışılmıştır. Ayrıca Planlı Davranış Teorisi çerçevesinde, satın alma niyetinin, davranışa dönüşüp dönüşmediği test edilmiştir. Elde edilen bulgular doğrultusunda kooperatif organik gıda ürünlerinin çevre dostu olduğuna yönelik inancın ve kooperatif organik gıda ürün bilgisinin, tüketicinin satın alma niyetini etkilediği tespit edilmiştir. Bunun yanı sıra satın alma niyetinin, davranış üzerinde pozitif yönlü ve oldukça güçlü bir etkisi olduğu belirlenmiştir.

Anahtar Kelimeler

Organik Gıda Tüketimi, Planlı Davranış Teorisi, Perakendecilik, Satın Alma Niyeti

The Effects of Consumer Factors on Purchase Intentions and Behaviors Towards Cooperative Organic Food Products

Öz

In today’s world, where sustainability has become a significant focus, consumers are changing their habits, which is reflected in their shopping behaviors. It is undeniable that consumers are increasingly shifting towards products produced under organic farming practices in their food purchases. This study aims to investigate the effects of various consumer factors on the purchase intentions and behaviors regarding cooperative organic food products. In this context, a structural equation model was developed using data collected from a survey of 478 participants. The study tested hypotheses to determine whether attitudes towards cooperative organic food products, beliefs about their environmental friendliness, knowledge of cooperative organic food products, and cooperative organic product labeling influence consumers' purchase intentions. Furthermore, it examined whether beliefs about their environmental friendliness moderates the relationship between independent variables and purchase intentions. Additionally, in the context of the Theory of Planned Behavior, the study tested whether purchase intention transforms into actual behavior. Findings revealed that the belief in the environmental friendliness of cooperative organic food products and knowledge of these products significantly influence purchase intention. Moreover, purchase intention was found to have a strong and positive effect on actual behavior.

Anahtar Kelimeler

Organic food consumption, Theory of planned behavior, Retailing, Purchase intention

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