İnternet Alışverişlerinde Organik Gıda Satın Alma Niyetinin Planlı Davranış Teorisi Açısından İncelenmesi

Yıl 2023, Cilt: 7 Sayı: 3, 1241 - 1266, 29.09.2023

İbrahim Halil Efendioğlu , Gökhan Akel , Kamile Elmasoğlu , Dilek Aydoğdu , Okan Koç

https://doi.org/10.29023/alanyaakademik.1280289

Öz

Bu çalışmanın amacı internetten yapılan organik gıda alışverişlerinde, tüketicilerin satın alma niyetlerinin ölçülmesidir. Çalışmada Planlı Davranış Teorisi çerçevesinde tutum, subjektif norm, algılanan davranış kontrolü, sağlık bilincinin, gıda güvenliğinin ve organik gıda etiketlemesinin satın alma niyeti üzerindeki etkileri de incelenmektedir. Araştırma verileri çevrimiçi anket aracılığıyla Türkiye’de internetten organik gıda satın alma eğilimi olan tüketicilerinden toplanmıştır. Değişkenler arasındaki muhtemel ilişkiler yapısal eşitlik modellemesi ile test edilmiştir. Analiz sonuçları göz önüne alındığında, tüketicilerin internet üzerinden organik gıda konusunda sergiledikleri tutum, subjektif norm, algıladıkları davranış kontrolü, sağlık bilinci ve gıda güvenliği endişesi satın alma niyetini anlamlı ve olumlu etkilemiştir. Ancak internet alışverişlerinde organik gıda etiketlemesinin, satın alma niyetine etki etmediği görülmüştür. Bu sonuçlara göre araştırmacılara ve internetten organik gıda satan işletmelere tavsiyelerde bulunulmuştur.

Anahtar Kelimeler

Organik Gıda, Satın Alma Niyeti, Planlı Davranış Teorisi

The Examination of Purchase Intention for Organic Food in Internet Shopping from the Perspective of the Theory of Planned Behavior

Öz

The purpose of this study was to measure consumers' purchase intentions when buying organic food online. In the study, the effects of attitude, subjective norm, perceived behavioral control, health awareness, food safety and organic food labeling on purchase intention are also examined within the scope of Planned Behavior Theory. Research data were collected through an online survey of consumers who tend to purchase organic food in Turkey. The relationships between variables were tested using structural equation modeling. Considering the results of the analysis, consumers' attitudes, subjective norms, perceived behavioral control, health awareness and food safety concerns towards purchasing organic food over the Internet, are significant and positive. However, it has been observed that organic food labeling in Internet shopping does not have an effect on purchase intention. According to the results obtained, recommendations were made to researchers and businesses selling organic food on the Internet.

Anahtar Kelimeler

Organic Food, Purchase Intention, Theory of Planned Behavior

Kaynakça

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