Yerel Olarak Üretilen Sadakat Yaratır Mı?: Kontrol Değişkeni Olarak Lokavor Tutumu Üzerine Bir Araştırma

Year 2017, Volume: 10 Issue: 3, 363 - 383, 25.10.2017

Güzide Öncü Eroğlu Pektaş Ahmet Durmaz Mehmet Yüksel

Abstract

After locavore was chosen as “the
best word of the year” in 2007, its popularity increased gradually. Today great
number of locavores consciously prefer locally produced food for the benefit of
themselves and their community. Undoubtedly this conscious movement has its
consequences in marketing discipline. Accordingly, this paper is purposed to
examine the how locavore perceptions affect loyalty towards retailers that sell
locally produced food. In this context, a survey was applied to people residing
in Istanbul and Kocaeli districts to measure the robustness of these effects. Furthermore,
attitude towards locavore is used as a control variable to reveal to what
extend locavorism affects these proposed connections. According to results, for
participants with low attitude, Social
Responsibility and Health
Consciousness variables have significant effect on local retailer shopping loyalty. However, for participants with high attitude, all independent variables proved to
have substantial effect on local retailer shopping loyalty. As the first empirical study in Turkey on the
subject, this paper will provide important insight to academia and
practicioners due to today’s ever-increasing consciousness in green marketing. 

Keywords

Locavore, Locally produced food, Health consciousness, Traceability, Price consciouness, Freshness&Taste

Does Locally Produced Food Create Loyalty?: An Investigation on Locavore Attitude As Control Variable

Abstract

After locavore was chosen as “the
best word of the year” in 2007, its popularity increased gradually. Today great
number of locavores consciously prefer locally produced food for the benefit of
themselves and their community. Undoubtedly this conscious movement has its
consequences in marketing discipline. Accordingly, this paper is purposed to
examine the how locavore perceptions affect loyalty towards retailers that sell
locally produced food. In this context, a survey was applied to people residing
in Istanbul and Kocaeli districts to measure the robustness of these effects. Furthermore,
attitude towards locavore is used as a control variable to reveal to what
extend locavorism affects these proposed connections. According to results, for
participants with low attitude, Social
Responsibility and Health
Consciousness variables have significant effect on local retailer shopping loyalty. However, for participants with high attitude, all independent variables proved to
have substantial effect on local retailer shopping loyalty. As the first empirical study in Turkey on the
subject, this paper will provide important insight to academia and
practicioners due to today’s ever-increasing consciousness in green marketing. 

Keywords

Locavore, Locally produced food, Health consciousness, Traceability, Price consciouness, Freshness&Taste

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