Genç Yetişkinlerde Organik Gıdaların Satın Alma Niyetini Neler Etkiler? Planlı Davranış Teorisi Genişletilmiş Modelinin İşlevi

Öz

Bu çalışma Planlı Davranış Teorisinin genişletilmiş bir modelini önererek, bağımsız değişkenlerin yetişkin genç tüketicilerin organik gıda satın alma niyetlerine etkisini araştırmayı amaçlamaktadır. Çalışma planlı davranış teorisinin üç değişkeni tutum, öznel norm ve algılanan davranışsal kontrol ile algılanan faydalar ve algılanan engellerin organik gıda satın alma niyetine etkisini incelemektedir. Araştırmanın evreni Türkiye’nin Doğu Karadeniz Bölgesinde öğrenim gören üniversite lisans öğrencileridir. Kolayda örnekleme yöntemi kullanılarak seçilen gönüllü genç yetişkinlere web tabanlı anket uygulanmıştır. Elde edilen veriler yapısal eşitlik modellemesi ve SPSS istatistik programı aracılığı ile analiz edilmiştir. Bulgular; algılanan faydalar, organik gıdaya yönelik tutum üzerinde pozitif yönlü etkili iken organik gıdaya yönelik satın alma niyeti üzerinde etkili bulunmamıştır. Algılanan engeller, satın alma niyeti üzerinde negatif yönlü etkili iken tutum üzerinde etkili bulunmamıştır. Tutum, satın alma niyeti üzerinde etkili iken, öznel norm ve algısal davranışsal kontrol satın alma niyeti üzerinde etkili bulmamıştır. Araştırma organik gıda satın alma niyetini belirlemede genişletilmiş planlı davranış teorisini önermektedir. Elde edilen sonuçlar önemli bir pazar bölümü olan genç yetişkinlerin tüketim davranışlarını anlama açısından değerlidir.

Anahtar Kelimeler

• Organik Gıda
• Planlı Davranış Modeli
• Genç Yetişkin

What Affects Purchase Intention of Organic Foods among Young Adults? The Role of the Extended Model of the Theory of Planned Behavior

Öz

The study proposes an extended model of the Theory of Planned Behavior (TPB) and aims to investigate the effects of variables on organic food purchase intentions of young adult consumers. The study examines the three variables of the theory of planned behavior, namely attitude, subjective norm, perceived behavioral control, and the effects of perceived benefits and perceived barriers on organic food purchase intention. The population of the research is university undergraduate students studying in the East Black Sea region in Turkey. A web-based questionnaire was applied to volunteer young adults selected using the convenience sampling method. The obtained data were analyzed by structural equation modeling and SPSS statistical program. The findings are as follows. Perceived benefits were effective on the attitude towards organic food, but not found to be effective on the purchase intention towards organic food. Perceived barriers were effective on purchase intention, but not found to be effective on attitude. The attitude was effective on purchase intention, but the subjective norm and perceived behavioral control were not found to be effective on purchase intention. The research proposes the extended theory of planned behavior in determining organic food purchase intention. The results obtained are valuable in terms of understanding the consumption behavior of young adults, which is an important market segment.

Anahtar Kelimeler

• Organic Food
• the Theory of Planned Behavior
• Young Adult

Kaynakça

1. Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processes, 50 (2), 179-211.
2. Arvola, A., Vassallo, M., Dean, M., Lampila, P., Saba, A., Lähteenmäki, L. & Shepherd, R. (2008). Predicting intentions to purchase organic food: The role of affective and moral attitudes in the theory of planned behaviour. Appetite, 50 (2), 443-454.
3. Aryal, K.P., Chaudhary, P., Pandit, S. & Sharma, G. (2009). Consumers' willingness to pay for organic products: a case from Kathmandu valley. Journal of Food Agriculture and Environment, 10, 15-26.
4. Bagozzi, R.P. & Yi, Y. (1988). On The Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
5. Chen, J. & Lobo, A. (2012). Organic food products in China: determinants of consumers’ purchase intentions. The International Review of Retail, Distribution and Consumer Research, 22 (3), 293-314.
6. Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Lawrence Erlbaum Associates Hillsdale, New Jersey.
7. Demirtaş, B. (2019). Assessment of the impacts of the consumers’ awareness of organic food on consumption behavior. Food Science and Technology, 39 (4), 881-888.
8. Dowd, K. & Burke, K.J. (2013). The influence of ethical values and food choice motivations on intentions to purchase sustainably sourced foods, Appetite, 69, 137-144.

9. Eccles, J.S. & Wigfield, A. (2002). Motivational beliefs, values, and goals. Annual review of psychology, 53 (1), 109-132.
10. Fishbein, M. & Ajzen, I. (1975). Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research.
11. Fornell, C. & Larcker, D.F. (1981). Evaluating Structural Models With Unobservables Variables And Measurement Error. Journal of Marketing Research, 18 (1), 39-50.
12. Hair, J.F., Hult, G.T.M., Ringle, C.M. & Sarstedt, M. (2014), A primer on partial least squares structural equation modeling (PLS-SEM), SAGE Publications.
13. Hair, J.F., Sarstedt, M., Ringle, C.M. & Mena, J.A. (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40 (3), 414-433.
14. Hulland, J. (1999). Use Of Partial Least Squares (PLS) In Strategic Management Research: A Review Of Four Recent Studies. Strategic Management Journal, 20 (2), 195-204.
15. James, M.X., Hu, Z. & Leonce, T.E. (2019). Predictors of organic tea purchase intentions by Chinese consumers Attitudes, subjective norms and demographic factors. Journal of Agribusiness in Developing and Emerging Economies, 9 (3), 202-219.
16. Khin, A.A. (2015). Organic Food Consumption among Generation Y in Malaysia: A Conceptual Framework. Journal of Applied Sciences, 15 (3), 570-575.
17. Kim, H.Y. & Chung, J.E. (2011). Consumer purchase intention for organic personal care products. Journal of Consumer Marketing, 28 (1), 40-47.
18. Le-Anh, T. & Nguyen-To, T. (2020). Consumer purchasing behaviour of organic food in an emerging market. International Journal of Consumer Studies, 44, 563-573.
19. Melovic, B., Dabic, M., Rogic, S., Durisic, V. & Prorok, V. (2020). Food for thought Identifying the influential factors that affect consumption of organic produce in today’s youth. British Food Journal, 122 (4), 1130-1155.
20. NOSB (1995). USDA National Organic Standards Board. https://www.nal.usda.gov/legacy/afsic/organic-productionorganic-food-information-access-tools, (Erişim: 01.06.2022)
21. Pham, T.H., Nguyen, T.N., Phan, T.T.H. & Nguyen, N.T. (2019). Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy, Journal of Strategic Marketing, 27 (6), 540-556. Rahman, T. & Hossain, M.A. (2019). Organic Food Buying Intention among Young People. Barishal University Journal (Part-3), 6 (2), 141-178.
22. Singh, A. & Verma, P. (2017). Factors influencing Indian consumers' actual buying behaviour towards organic food products. Journal of Cleaner Production, 167, 473-483.
23. Smith, S. & Paladino, A. (2010). Eating clean and green? Investigating consumer motivations towards the purchase of organic food. Australasian Marketing Journal, 18 (2), 93-104.
24. Toklu, İ.T. & Ustaahmetoğlu, E. (2016). Tüketicilerin Organik Çaya Yönelik Tutumlarını Ve Satın Alma Niyetlerini Etkileyen Faktörler: Bir Alan Araştırması. Uluslararası Yönetim İktisat ve İşletme Dergisi, 12 (29), 41-61.
25. Tuygun Toklu, A. (2019). Çevresel Bilinç Yeşil Davranışı Etkiler mi? Türkiye’nin Doğu Karadeniz Bölgesinde Bir Araştırma. İşletme Araştırmaları Dergisi, 11 (4), 2799-2811.
26. Tuygun Toklu, A. (2020). Genç Üniversite Öğrencilerinin Girişimcilik Niyeti üzerinde Planlı Davranış Teorisi ile birlikte Fırsatları Görme ve Teşvik Desteğinin Etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 8 (3), 753-762.
27. USDA (2022). Agricultural Marketing Service of U.S. Department of Agriculture. https://www.ams.usda.gov/publications/content/what-organic (Erişim: 01.06.2022)
28. Vermeir, I. & Verbeke, W. (2008). Sustainable food consumption among young adults in Belgium: Theory of planned behaviour and the role of confidence and values. Ecological Economics, 64 (3), 542-553.
29. WEB1 (2022). Türkiye genç nüfusu, https://www.hurriyet.com.tr/galeri-iste-avrupanin-en-genc-ulkesi-turkiye-bakin-kacinci-sirada-41520173/17 (Erişim: 05.05.2022)
30. Yadav, R. & Pathak, G.S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739.
31. Yazdanpanah, M. & Forouzani, M. (2015). Application of the Theory of Planned Behaviour to predict Iranian students' intention to purchase organic food. Journal of Cleaner Production, 107, 342-352.
32. Yazdanpanah, M., Forouzani, M. & Hojjati M. (2015). Willingness of Iranian young adults to eat organic foods: Application of the Health Belief Model. Food Quality and Preference, 41, 75-83.