Ev Yemeği Tüketiminin Çevresel Sürdürülebilirliğe Etkisi: Motivasyon Temelli Bir Segmentasyon Analizi

Öz

Bu araştırma, tüketicilerin ev yapımı yemek satın alma motivasyonlarını incelemeyi ve söz konusu motivasyon yapıları doğrultusunda farklı tüketici segmentlerini belirlemeyi amaçlamaktadır. Araştırma kapsamında çevrecilik, faydacılık, bütüncül gıda kalitesi, fiziksel sağlık, kültürel benlik, duygusal benlik, promosyon duyarlılığı, avantajlı fiyat algısı ve ürün bulunabilirliği değişkenleri analiz edilmiştir. Araştırma kapsamında nicel araştırma deseni benimsenmiş; elde edilen veriler kümeleme analizi ile çözümlenmiş ve segmentler arasındaki farklılıklar Scheffé çoklu karşılaştırma testi kullanılarak analiz edilmiştir. Bulgular, ev yapımı yemek satın alma davranışının tek boyutlu bir yapıdan ziyade sağlık, kalite, ekonomik fayda ve kimlik temelli motivasyonların etkileşimiyle şekillendiğini göstermektedir. Analizler sonucunda üç farklı tüketici segmenti belirlenmiş ve segmentlerin motivasyon yapılarının anlamlı biçimde farklılaştığı tespit edilmiştir. Özellikle fiziksel sağlık, çevrecilik, bütüncül gıda kalitesi ve avantajlı fiyat boyutlarında kümeler arasında istatistiksel olarak anlamlı farklılıklar tespit edilmiştir. Sonuçlar, sağlık bilinci ve kalite algısının güçlü belirleyiciler olduğunu; bununla birlikte ekonomik unsurların karar sürecinde kritik bir rol oynadığını göstermektedir. Ayrıca bazı boyutlarda tutum ile satın alma eğilimi arasında farklılaşmalar gözlemlenmiş, bu durum sürdürülebilir tüketim bağlamında olası bir tutum–davranış boşluğuna işaret etmektedir. Genel olarak araştırma, ev yapımı yemek satın alma davranışının işlevsel, ekonomik ve kimlik temelli motivasyonların etkileşimiyle şekillendiğini ortaya koymaktadır. Bulgular, sürdürülebilir gıda pazarında değer temelli ve farklılaştırılmış pazarlama stratejilerinin gerekliliğini vurgulamaktadır.

Anahtar Kelimeler

• Sürdürülebilir tüketim
• Ev yapımı yemek tüketimi
• Pazar bölümlendirme
• Tüketici davranışı

Etik Beyan

Bu çalışmanın etik kurul izni; Tokat Gaziosmanpaşa Üniversitesi Sosyal, Beşerî ve İdari Bilimler Araştırmaları Etik Kurulunun 27.01.2026 tarih ve 01 oturumunda 01.09 Karar no ile onaylanmıştır.

The Impact of Homemade Meal Consumption on Environmental Sustainability: A Motivation-Based Segmentation Analysis

Öz

This study aims to examine consumers’ motivations for purchasing homemade meals and to identify distinct consumer segments based on these motivational structures. Within the scope of the study, the variables of environmentalism, utilitarianism, holistic food quality, physical health, cultural self, emotional self, promotion sensitivity, perceived price advantage, and product availability were analyzed. A quantitative research design was adopted; the data obtained were analyzed through cluster analysis, and the differences between segments were evaluated using Scheffé’s multiple comparison test. The findings indicate that the purchasing behavior of homemade meals is shaped not by a unidimensional structure, but by the interaction of health-, quality-, economic benefit-, and identity-based motivations. As a result of the analyses, three distinct consumer segments were identified, and it was determined that these segments differed significantly in terms of their motivational structures. In particular, statistically significant differences were found among the clusters in the dimensions of physical health, environmentalism, holistic food quality, and perceived price advantage. The results show that health consciousness and perceived quality are strong determinants, while economic factors also play a critical role in the decision-making process. Moreover, differences between attitudes and purchase intentions were observed in certain dimensions, suggesting a potential attitude–behavior gap in the context of sustainable consumption. Overall, the study reveals that the purchasing behavior of homemade meals is shaped by the interaction of functional, economic, and identity-based motivations. The findings emphasize the need for value-based and differentiated marketing strategies in the sustainable food market.

Anahtar Kelimeler

• Sustainable consumption
• Homemade meal consumption
• Market segmentation
• Consumer behavior

Etik Beyan

is study received ethical approval from the Social, Human and Administrative Sciences Research Ethics Committee of Tokat Gaziosmanpaşa University at its meeting dated January 27, 2026 (Session No: 01, Decision No: 01.09).

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