GenZ Willingness to Purchase Products with Geographical Indications

Öz

Conceptual model was proposed to test impact of (a) culture and traditions, (b) health benefits, (c) perceived quality and safety and (d) rural development indicators of traditional food product carrying geographical indication on consumer willingness to purchase, as well as mediating role of trust amongst GenZ customers. Results demonstrate that perceived health and safety, as well as culture and traditions of hellim / halloumi cheese are the most important predictors of trust in hellim / halloumi geographical indication. Trust, in turn, is significant determinant of willingness to purchase hellim / halloumi cheese with geographical indication, indicating that trust plays partial mediator role in the proposed relationship.

Anahtar Kelimeler

• traditional food,GenZ,geographical indications,willingness to purchase

Z Kuşağı’nın Coğrafi İşaretli Ürünleri Satın Alma Eğilimi

Öz

Bu araştırmada, coğrafi işaretli geleneksel gıda ürünlerinin (a) kültür, gelenek ve görenekler, (b) sağlık faydaları, (c) algılanan kalite ve güvenlik ile (d) kırsal kalkınma göstergelerinin tüketici satın alma eğilimi üzerindeki etkilerinin yanı sıra, Z Kuşağı müşterileri arasındaki arabuluculuk rolünü ölçmek amacıyla bir kavramsal model önerilmektedir. Sonuçlar hellim peynirinin algılanan sağlık ve güvelik, ayrıca kültür, gelenek ve göreneklerinin, hellimin coğrafi işaretine olan güvenin en önemli ön göstergeleri olduğunu ortaya koymaktadır.     Bir diğer taraftan güven, coğrafi işaretli hellim peynirini satın alma eğilimini belirleyen önemli bir etken olarak karşımıza çıkmaktadır. Bu da güvenin, öngörülen ilişkide kısmi bir arabuluculuk rolü oynadığını göstermektedir.

Anahtar Kelimeler

• : geleneksel yemekler,Z Kuşağı,coğrafi işaretler,satın alma eğilimi

Kaynakça

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