Research on Factors Affecting Consumers Perception of Natural Honey and Purchasing Behavior

Year 2024, Volume: 24 Issue: 1, 93 - 125, 29.05.2024

Fatih Bilici

https://doi.org/10.31467/uluaricilik.1431615

Abstract

This study aims to understand consumers' perceptions and preferences regarding natural honey by focusing on various dimensions. Based on data collected through online surveys and analyzed using structural equation modeling with the Smart PLS program, the research reveals strong relationships among health product awareness, perceived nutritional value, food safety, price, quality, color perception, attitude toward natural honey, willingness to pay more, and purchasing behavior. Positive correlations are observed between increased health product awareness, perceived nutritional value, food safety, price, and quality, leading to a more positive attitude toward natural honey. Both light and dark-colored honey perceptions influence perceived quality, with dark-colored honey perception having a more substantial impact. The positive effects of attitude toward natural honey on willingness to pay more and purchasing behavior are significant, strong, and positive. These findings indicate that consumers prefer natural honey based on health product features, nutritional value, food safety, price, quality, and color perception, and these preferences manifest in their purchasing behavior.

Keywords

Natural honey, Purchasing behavior, Consumer perceptions

TÜKETİCİLERİN DOĞAL BAL ALGISI VE SATINALMA DAVRANIŞLARINI ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA

Abstract

Bu çalışma, tüketicilerin doğal bal bağlamında algılarını ve tercihlerini anlamak amacıyla birçok farklı boyuta odaklanmaktadır. Çevrimiçi anketlerle toplanan verilere dayanan ve Smart PLS programı kullanılarak yapısal eşitlik modellemesiyle analiz edilen araştırmada, sağlıklı ürün farkındalığı, algılanan besin değeri, gıda güvenliği, fiyat, kalite, renk algısı, doğal bala yönelik tutum, daha fazla ödeme istekliliği ve satın alma davranışı arasında güçlü ilişkiler bulunmuştur. Sağlıklı ürün farkındalığı, algılanan besin değeri, gıda güvenliği, fiyat ve kalite arttıkça doğal bala yönelik olumlu tutumun arttığı gözlemlenmiştir. Açık ve koyu renkli bal algıları, algılanan kalite üzerinde etkili olmakla birlikte, koyu renkli bal algısı daha güçlü bir etkiye sahiptir. Doğal bala yönelik tutumun, daha fazla ödeme istekliliği ve satın alma davranışı üzerinde anlamlı, güçlü ve pozitif etkileri bulunmaktadır. Bu bulgular, tüketicilerin sağlıklı ürün özelliklerine, besin değerine, gıda güvenliğine, fiyata, kaliteye ve renk algısına dayalı olarak doğal balı tercih ettiklerini ve bu tercihlerin satın alma davranışlarına yansıdığını göstermektedir.

Keywords

Doğal bal, Satın alma davranışı, Daha fazla ödeme istekliliği, Yapısal Eşitlik Modellemesi, Tüketici algıları

Ethical Statement

Bu araştırma bilimsel etik kurallarına uygun olarak gerçekleştirilmiştir.

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