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

Yıl 2022, , 107 - 120, 31.07.2022

İsmail Tamer Toklu , Erol Ustaahmetoğlu

https://doi.org/10.22466/acusbd.1115123

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

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