Faktör analizi ile tüketicilerin organik ürünlere yönelik tutumlarının belirlenmesi: Organik ürün pazarları örneği

Yıl 2022, Cilt: 26 Sayı: 3, 349 - 357, 23.09.2022

Ayça Nur Şahin Demirel Murad Yercan

https://doi.org/10.29050/harranziraat.1074442

Öz

Bu çalışma, Türkiye'nin ilk ve en büyük organik ürün pazarının bulunduğu İstanbul ve organik üretimin ilk başladığı İzmir illerinde tüketicilerin organik ürünlere yönelik tutumlarını ortaya koymak amacıyla yapılmıştır. Bu amaç kapsamında, oransal örnek hacim formülü kullanılarak organik ürün pazarına giden tüketicilerden 271’i ile yüz-yüze anketler yapılmıştır. Anketlerden elde edilen demografik verilerin analizinde frekans tabloları kullanılmıştır. Tüketicilerin organik ürünlere yönelik davranışlarını ölçmek için Faktör Analizi yöntemi kullanılmıştır. Ankete katılan organik ürün tüketicilerinin büyük çoğunluğunun kadın (%60.1), evli (%66.8), üniversite mezunu (%57.6) ve yüksek gelir seviyesinde (%89.6) bireyler olduğu belirlenmiştir. Eksik, aykırı ve uç değerler atıldıktan sonra Faktör Analizinde 251 anket ve 13 ifade kullanılmıştır. Elde edilen sonuçlar kapsamında İstanbul ve İzmir illerindeki tüketicilerin organik ürünlere yönelik tutumlarında güvenilirlik, deneyim (karşılaştırma), araştırma (bilişsel) ve sağlık faktörlerinin organik ürün tüketimini doğrudan etkilediği belirlenmiştir. Organik ürün tüketimini artırmak için ülke genelinde organik ürün pazarlarının sayısının artırılmasının ve organik ürünlerin bu özelliklerini öne çıkaran kamu spotlarının geliştirilmesinin önemli olduğu tespit edilmiştir.

Anahtar Kelimeler

Organik Pazar, Organik Tüketici, Tüketici Davranışı, Faktör Analizi

Determining consumers' attitudes towards organic products by factor analysis: The example of organic product markets

Öz

This study was carried out in order to reveal the attitudes of consumers toward organic products in the provinces of Istanbul, where Turkey's first and largest organic product market is located, and Izmir, where organic production first started. For this purpose, face-to-face surveys were conducted with 271 consumers who went to the organic product market using the proportional sample volume formula. Frequency tables were used in the analysis of demographic data obtained from the questionnaires. The Factor Analysis method was used to measure consumers' behavior toward organic products. It was determined that the majority of organic product consumers who participated in the survey were women (60.1%), married (66.8%), university graduates (57.6%), and individuals with high income (89.6%). After removing the missing, outlier, and extreme values, 251 questionnaires and 13 statements were used in the Factor Analysis. Within the scope of the results obtained, it was determined that reliability, experience (comparison), research (cognitive) and health factors directly affect the consumption of organic products in the attitudes of consumers in Istanbul and Izmir provinces towards organic products. It has been determined that it is important to increase the number of organic product markets throughout the country and to develop public service announcements highlighting these characteristics of organic products to increase organic product consumption.

Anahtar Kelimeler

Organic Bazaar, Organic Consumer, Consumer Behaviour, Factor Analysis

Kaynakça

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