Su Ürünleri Tüketimini ve Tüketici Davranışlarını Etkileyen Faktörler

Öz

Bu çalışma, tüketicilerin su ürünleri tüketim tercihleri ve davranışlarında etkili olan faktörler üzerine yapılan çalışmaları kapsamaktadır. Su ürünleri tüketiminde etkili olan itici güçler ve engelleyici faktörler; tüketicilerin fiyat ve kolaylık algıları, tüketicilerin sosyo-demografik özellikleri, sağlık inançları, su ürünleri tüketme alışkanlığı, su ürünlerinin duyusal özellikleri, su ürünlerinin üretim yeri ve yöntemi, su ürünlerinin sürdürülebilirliği, su ürünlerinin kalite ve tazelik kriterlerinin belirlenmesindeki yetkinlik ve yiyecek korkusu gibi başlıklar altında incelenmiştir. Su ürünleri tüketici davranışının anlaşılmasında ise tüketici niyet ve davranışlarını açıklamada en sık kullanılan gerekçeli eylem kuramı (GEK) ve planlı davranış kuramını (PDK) kapsayan çalışmalar dikkate alınmıştır. Yapılan çalışmalara göre araştırmacıların planlı davranış kuramının temel bağımsız değişkenleri olan tutum, öznel norm ve algılanan davranışsal kontrol (ADK) değişkenlerinin yanı sıra sağlık katılımı/ilgisi, geçmiş deneyimler, alışkanlıklar, fiyat algısı ve yiyecek korkusu gibi değişkenleri de su ürünleri tüketici davranışlarının açıklanmasında kullandıkları görülmüştür.

Anahtar Kelimeler

• Gerekçeli eylem kuramı
• planlı davranış kuramı
• tüketici niyeti ve algısı

Factors Affecting Seafood Consumption and Consumer Behaviors

Öz

This study covers the studies of the factors affecting the consumption preferences of seafood consumers and their behaviors. Factors affecting the consumption of seafood such as driving forces and inhibiting factors; price and convenience perceptions of consumers, socio-demographic characteristics of consumers, health beliefs, habits of consuming seafood, sensory characteristics of seafood, production place and method of seafood, sustainability of seafood, competence in determining quality and freshness criteria of seafood and food neophobia were examined. In the understanding of seafood consumer behavior, studies covering the theory of reasoned action (TRA) and the theory of planned behavior (TPB), which are the most frequently used in explaining consumer intention and behaviors, were taken into account. According to the studies, it was seen that the researchers used variables such as health participation/interest, past experiences, habits, price perception and food neophobia, as well as the main independent variables of the theory of planned behavior, such as attitude, subjective norm, and perceived behavioral control (PBC) in explaining aquatic foods consumer behavior.

Anahtar Kelimeler

• Reasoned action theory
• planned behavior theory
• consumer intention and perception

Kaynakça

1. Aghamolaei, T., Tavafian, S. S., Madani, A. (2012). Fish consumption in a sample of people in Bandar Abbas, Iran: Application of the theory of planned behavior. Archives of Iranian Medicine, 15(9), 545–548.
2. Ajzen, I. (1985). From Intentions to Actions: A Theory of Planned Behavior. In: Kuhl, J., Beckman,J. (Eds.). Action Control. From Cognition to Behaviour (pp. 11-39). Berlin Heidelberg: Springer-Verlag
3. Ajzen, I. (1988). Attitudes, Personality and Behavior. Chicago: Dorsey Press.
4. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
5. Ajzen, I. (2002). Perceived behavioral control. self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32(4), 665-683.
6. Alley, T. R. (2018). Conceptualization and Measurement of Human Food Neophobia. In: Reilly,S. (Ed.). Food Neophobia (pp. 169-192). United Kingdom: Woodhead Publishing
7. Altintzoglou, T., Vanhonacker, F., Verbeke,W, Luten, J. (2011). Association of health ınvolvement and attitudes towards eating fish on farmed and wild fish consumption in Belgium, Norway and Spain. Aquaculture International, 19(3), 475–488.
8. Bi, X., House, L., Messina, J. R. (2011). Identifying the Attitudes and Preferences of Parents and Children for Seafood: Summary of Focus Groups Results. FAMRC Industry Report, 11-1. https://fred.ifas.ufl.edu/pdf/agmarketing/pubs/2000s/focusgroup11.pdf

9. Birch, D., Lawley, M. (2012). Buying seafood: Understanding barriers to purchase across consumption segments. Food Quality and Preference, 26(1), 12-21.
10. Birch, D., Lawley, M., Hamblin, D. (2012). Drivers and barriers to seafood consumption in Australia. Journal of Consumer Marketing, 29(1), 64–73.
11. Birch, D., Lawley, M. (2014). The role of habit, childhood consumption, familiarity and attitudes across seafood consumption segments in Australia. Journal of Food Products Marketing, 20(1), 98–113.
12. Brécard, D., Hlaimi, B., Lucas, S., Perraudeau, Y., Salladarré, F. (2009). Determinants of demand for green products. An application to eco-label demand for fish in Europe. Ecological Economics, 69(1), 115–125.
13. Breen, F. M., Plomin, R., Wardle, J. (2006). Heritability of food preferences in young children. Physiology and Behavior, 88(4-5), 443-447.
14. Brunso, K. (2003). Consumer Research on Fish in Europe. In: Luten, J. B., Oehlenschlager, J., Olafsdottir, G. (Eds.). Quality of Fish From Catch to Consumer: Labelling, Monitoring and Traceability (pp. 335-344). Wageningen: Wageningen Academic Publishers
15. Brunso, K., Verbeke, W., Olsen, S. O. Jeppesen, L. F. (2009). Motives, barriers and quality evaluation in fish consumption situations, exploring and comparing heavy and light users in Spain and Belgium. British Food Journal, 111(7), 699–716.
16. Cardoso, C., Lourenço, H., Costa, S., Gonçalves, S., Nunes, M. L. (2013). Survey into the seafood consumption preferences and patterns in the Portuguese population. Gender and regional variability. Appetite, 64, 20–31.
17. Carlucci, D., Nocella, G., De Devitiis, B., Viscecchia, R., Bimbo, F., Nardone, G. (2015). Consumer purchasing behaviour towards fish and seafood products. patterns and ınsights from a sample of ınternational studies. Appetite, 84, 212–227.
18. Choe, Y. J., Cho, S. M. (2011). Food neophobia and willingness to try non- traditional foods for Koreans. Food and Quality and Preference, 22(7), 671- 677.
19. Cooke, L., Carnell, S., Wardle, J. (2006). Food neophobia and mealtime food consumption in 4–5 year old children. International Journal of Behavioral Nutrition and Physical Activity, 3(1), 14-19.
20. Costa, A., Silva, C., Oliveira, A. (2020). Food neophobia and its association with food preferences and dietary ıntake of adults. Nutrition and Dietetics, 77(5), 542-549
21. Dursun, F. (2020). Restoranlar Bağlamında Balık Tüketimi: Planlı Davranış Kuramı ve Yiyecek Korkusu Üzerinden Bir İnceleme. Yüksek Lisans Tezi, Akdeniz Üniversitesi, Sosyal Bilimler Enstitüsü, Antalya
22. FAO (2014). The State of World Fisheries and Aquaculture. Opportunities and Challenges. Food and Agriculture Organization of the United Nations, Rome
23. FAO (2018). The State of World Fisheries and Aquaculture. Meeting the Sustainable Development Goals. Food and Agriculture Organization of the United Nations, Rome
24. FAO (2022). The State of World Fisheries and Aquaculture (SOFIA) https://www.fao.org/3/cc0461en/online/sofia/2022/consumption-of-aquatic-foods.html
25. FAO/WHO (2011). Report of the Joint FAO/WHO Expert Consultation on the Risks and Benefits of Fish Consumption. Food and Agriculture Organization of the United Nations,World Health Organization, Rome, Geneva
26. Fiandari, Y. R., Surachman, S., Rohman, F., Hussein, A. S. (2019). Perceived value dimension in repetitive fish consumption in Indonesia by using an extended theory of planned behavior. British Food Journal 121(6), 1220-1235.
27. Ghifarini, A. F., Sumarwan, U., Najib, M. (2018). Application of theory of planned behavior in shrimp consumer behavior analysis. Independent Journal of Management & Production, 9(3), 984-1001.
28. Green, J.M., Draper, A.K., Dowler, E.A. (2003). Short cuts to safety.risk and rules of thumb in accounts of food choice. Health, Risk and Society, 5(1), 33–52.
29. Hall, T. E., Amberg, S. M. (2013). factors ınfluencing consumption of farmed seafood products in the Pacific Northwest. Appetite, 66(1), 1–9.
30. Hicks, D., Pivarnik, L., McDermott, R. (2008). Consumer perceptions about seafood. An ınternet survey. Journal of Foodservice, 19(4), 213–226.
31. Higuchi A., Davalos J., Hernani-Merino, M. (2017) Theory of planned behavior applied to fish consumption in Modern Metropolitan Lima. Food Science and Technology, 37(2), 202–208
32. Honkanen, P., Olsen, S. O., Bas Verplanken, B. (2005). Intention to consume seafood. The ımportance of habit. Appetite, 45(2), 161–168.
33. Jaeger, S. R., Rasmussen, M. A., Prescott, J. (2017). Relationships between food neophobia and food ıntake and preferences: Findings from a sample of New Zealand adults. Appetite, 116, 410-422
34. Jaffry, S., Pickering, H., Ghulam, Y., Whitmarsh, D., Wattage, P. (2004). Consumer choices for quality and sustainability labelled seafood products in the UK. Food Policy, 29(3), 215-228.
35. Juhl, H. J., Poulsen, C. S. (2000). Antecedents and effects of consumer involvement in fish as a product group. Appetite, 34(3), 261–267.
36. Knaapila, A., Tuorila, H., Silventoinen, K., Keskitalo, K., Kallela, M., Wessman, M., Perola, M. (2007). Food neophobia shows heritable variation in humans. Physiology and Behavior, 91(5), 573-578.
37. Knaapila, A., Silventoinen, K., Broms, U., Rose, R. J., Perola, M., Kaprio, J., Tuorila, H. M. (2011). Food neophobia in young adults: Genetic architecture and relation to personality, pleasantness and use frequency of foods, and body mass ındex a twin study. Behavior Genetics, 41(4), 512-521.
38. Koivisto, U.K., Sjoden, P. O. (1996). Food and general neophobia in Swedish families: Parent-child comparisons and relationships with serving specific foods. Appetite, 26(2), 107–118.
39. Lawley, M., Birch, D., Hamblin, D. (2012). An exploratory study into the role and interplay of intrinsic and extrinsic cues in australian consumers’ evaluations of fish. Australasian Marketing Journal, 20(4), 260–267.
40. Leek, S., Maddock, S., Foxall, G. (2000). Situational determinants of fish consumption. British Food Journal, 102(1), 18–39.
41. Maiz, E., Balluerka, N. (2016). Nutritional status and mediterranean diet quality among spanish children and adolescents with food neophobia. Food Quality and Preference, 52, 133–142.
42. Mitterer-Daltoé, M. L., Carrillo, E., Queiroz, M. I., Fiszman, S., Varela, P. (2013). Structural equation modelling and word association as tools for a better understanding of low fish consumption. Food Research International, 52(1), 56-63.
43. Mitterer‐Daltoé, M. L., Latorres, J. M., Queiroz, M. I., Fiszman, S., Varela, P. (2013). Reasons underlying low fish consumption where availability is not an issue. A case study in Brazil, one of the world's largest fish producers. Journal of Sensory Studies, 28(3), 205-216.
44. Mustonen, S., Oerlemans, P., Tuorila, H. (2012). Familiarity with and affective responses to foods in 8–11-year-old children. The role of food neophobia and parental education. Appetite, 58(3), 777–780.
45. Myrland, O., Trondsen, T., Johnston, R. S., Lund, E. (2000). Determinants of seafood consumption in Norway. Lifestyle, revealed preferences, and barriers to consumption. Food Quality and Preference, 11(3), 169–188.
46. Neale, E. P., Nolan-Clark, D., Probst, Y. C., Batterham, M. J., Tapsell, L. C. (2012). Comparing attitudes to fish consumption between clinical trial participants and non-trial individuals. Nutrition and Dietetics, 69(2), 124–129.
47. Nesheim, M. C., Yaktine, A. L. (2007). Seafood Choices. Balancing Benefits and Risks. Washington: The National Academies Press.
48. Olsen, S. O. (2001). Consumer involvement in seafood as family meals in Norway: An application of the expectancy-value approach. Appetite, 36(2), 173–186.
49. Olsen, S. O. (2003). Understanding the relationship between age and seafood consumption. The Mediating role of attitude, health involvement and convenience. Food Quality and Preference, 14(3), 199–209.
50. Olsen, S. O. (2004). Antecedents of seafood consumption behavior: An overview. Journal of Aquatic Food Product Technology, 13(3), 79–91.
51. Olsen, S.O., Heide, M., Dopico, D.C., Toften, K., (2008). Explaining intention to consume a new fish product: A cross-generational and cross-cultural comparison. Food Quality and Preference 19(7), 618–627.
52. Park, B. K., Cho, M. S. (2016). Taste education reduces food neophobia and ıncreases willingness to try novel foods in school children. Nutrition Research and Practice, 10(2), 221-228.
53. Petursdottir. K.G.M. (2017). Fish Consumption and Attitudes towards Fish among Icelanders and Tourists: Application of the Theory of Planned Behaviour. Master Thesis, Marketing at the Faculty of Business at Reykjavík University, Iceland
54. Pieniak, Z., Verbeke, W., Scholderer, J., Brunsø, K., Olsen, S. O. (2007). European consumers’ use of and trust in ınformation sources about fish. Food Quality and Preference, 18(8), 1050–1063.
55. Pieniak, Z., Verbeke, W., Scholderer, J., Brunsø, K., Olsen, S.O. (2008). Impact of consumers’ health beliefs, health ınvolvement and risk perception on fish consumption. British Food Journal, 110(9), 898-915
56. Rozin, P., Vollmecke, T. A. (1986). Food Likes and Dislikes. Annual Review of Nutrition, 6(1), 433-456.
57. Samoggia. A., Castellini. A. (2018). Health-orientation and socio-demographic characteristics as determinants of fish consumption. Journal of International Food and Agribusiness Marketing, 30(3), 211-226.
58. Scholderer, J., Trondsen, T. (2008). The dynamics of consumer behaviour on habit, discontent, and other fish to fry. Appetite, 51(3), 576–591.
59. Siddique, M. A. M. (2012). Explaining the role of perceived risk, knowledge, price, and cost in dry fish consumption within the theory of planned behavior. Journal of Global Marketing, 25(4), 181–201.
60. Sidhu, K. S. (2003). Health benefits and potential risks related to consumption of fish or fish oil. Regulatory Toxicology and Pharmacology, 38(3), 336-344.
61. Siegrist, M., Hartmann, C., Keller, C. (2013). Antecedents of food neophobia and its association with eating behavior and food choices. Food Quality and Preference, 30(2), 293-298.
62. Skallerud, K., Armbrecht, J., Tuu, H. H. (2021). Intentions to consume sustainably produced fish: The moderator effects of involvement and environmental awareness. Sustainability, 13(2), 946. Doi: 10.3390/su13020946
63. Stefani, G., Scarpa, R., Cavicchi, A. (2012). Exploring consumer’s preferences for farmed sea bream. Aquaculture International, 20(4), 673–691.
64. Sveinsdóttir, K., Martinsdóttir, E., Green-Petersen, D., Hyldig, G., Schelvis, R., Delahunty, C. (2009). Sensory characteristics of different cod products related to consumer preferences and attitudes. Food Quality and Preference, 20(2), 120–132.
65. Thong, N. T., Olsen, S. O. (2012). Attitude toward and consumption of fish in vietnam. Journal of Food Product Marketing, 18(2), 79–95.
66. Tomic, M., Matulic, D., Jelic, M. (2015). What determines fresh fish consumption in Croatia? Appetite, 106, 13-22.
67. Trondsen, T., Scholderer, J., Lund, E., Eggen, A.E. (2003). Perceived barriers to consumption of fish among Norwegian women. Appetite, 41(3), 301– 314.
68. Trondsen, T., Braaten, T., Lund, E., Eggen, A.E. (2004a). Health and seafood consumption patterns among women aged 45–69 years. A Norwegian seafood consumption study. Food Quality and Preference, 15(2), 117–128.
69. Trondsen, T., Braaten, T., Lund, E., Eggen, A.E. (2004b). Consumption of seafood the ınfluence of overweight and health beliefs. Food Quality and Preference, 15(4), 361– 374.
70. TÜİK (2021). Su Ürünleri İstatistikleri. Balıkçık ve Su Ürünleri Genel Müdürlüğü, Ankara Tuorila, H., Lahteenmaki, L., Pohjalainen, L., Lotti, L. (2001). Food neophobia among the Finns and related responses to familiar and unfamiliar foods. Food Quality and Preference, 12(1), 29–37.
71. Tuu, H. H., Olsen, S. O., Thao, D. T., Anh, N. T. K. (2008). The role of norms in explaining attitudes, ıntention and consumption of a common food (fish) in Vietnam. Appetite, 51(3), 546-551.
72. Vanhonacker, F., Altintzoglou, T., Luten, J., Verbeke, W. (2011). Does fish origin matter to European consumers? Insights from a consumer survey in Belgium, Norway and Spain. British Food Journal, 113(4), 535–549.
73. Verbeke, W., Vackier, I. (2005). Individual determinants of fish consumption: Application of the theory of planned behaviour. Appetite, 44(1), 67–82.
74. Verbeke, W., Vanhonacker, F., Frewer, L. J., Sioen, I., De Henauw, S., Van Camp, J. (2008). Communicating risks and benefits from fish consumption. Impact on Belgian consumers’ perception and ıntention to eat fish. Risk Analysis, 28(4), 951–967.
75. Verbeke, W., Vanhonacker, F., Sioen, I., Van Camp, J., De Henauw, S. (2007). Perceived ımportance of sustainability and ethics related to fish: A consumer behavior perspective. Ambio, 36(7), 580-585.
76. Verbeke, W., Vermeir, I., Brunso, K. (2007). Consumer evaluation of fish quality as basis for fish market segmentation. Food Quality and Preference, 18(4), 651–661.