Evaluation of Factors Influencing Consumers' Intention to Purchase Olive Oil in The Context of The Theory of Planned Behavior

Abstract

This study examines the olive oil consumption preferences of consumers in the central district of Kayseri within the framework of the Theory of Planned Behavior (TPB). Olive oil consumption is a phenomenon characterized by health benefits, cultural heritage and economic dynamics. The study was conducted using data from face-to-face surveys conducted with 271 consumers. The proportional sampling method was used to determine the sample. The structural equation model (SEM) was used in the analyzes to identify the factors that influence consumers' purchasing intentions with regard to olive oil. The results show that consumer attitudes, perceived price, perceived behavioral control and perceived risk have significant effects on purchase intention. In particular, attitude and perceived behavioral control were found to be the strongest determinants of purchase intention. In addition, the increase in consumers' risk perception towards olive oil was found to lead to conscious and selective purchasing behavior. The results of the study provide important insights in terms of marketing strategies, consumer education and policy development in the olive oil sector.

Keywords

• Olive oil consumption
• Theory of Planned Behavior
• Kayseri
• Türkiye.

Tüketicilerin Zeytinyağı Satın Alma Niyetini Etkileyen Faktörlerin Planlı Davranış Teorisi Kapsamında Değerlendirilmesi

Öz

Bu çalışma, Kayseri ili merkez ilçede yaşayan tüketicilerin zeytinyağı tüketim tercihlerini Planlı Davranış Teorisi (TPB) çerçevesinde incelemektedir. Zeytinyağı tüketimi, sağlık faydaları, kültürel miras ve ekonomik dinamiklerle şekillenen bir olgudur. Araştırma, 271 tüketiciyle yüz yüze yapılan anketlerden elde edilen verilerle gerçekleştirilmiştir. Örneklem belirleme sürecinde oransal örnekleme yöntemi kullanılmıştır. Analizlerde yapısal eşitlik modeli (SEM) uygulanarak tüketicilerin zeytinyağı satın alma niyetlerini etkileyen faktörler belirlenmiştir. Bulgular, tüketici tutumları, algılanan fiyat, algılanan davranışsal kontrol ve algılanan riskin satın alma niyeti üzerinde anlamlı etkileri olduğunu göstermektedir. Özellikle, tutum ve algılanan davranışsal kontrolün satın alma niyeti üzerinde en güçlü belirleyiciler olduğu tespit edilmiştir. Ayrıca, tüketicilerin zeytinyağına yönelik risk algılarının artmasının, bilinçli ve seçici satın alma davranışlarına yol açtığı belirlenmiştir. Çalışma sonuçları, zeytinyağı sektöründe pazarlama stratejileri, tüketici eğitimi ve politika geliştirme açısından önemli bulgular sunmaktadır.

Anahtar Kelimeler

• Zeytinyağı tüketimi
• Planlı Davranış Teorisi
• Kayseri
• Türkiye

Kaynakça

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