FACTORS AFFECTING CONSUMER ATTITUDES AND PURCHASE INTENTION TOWARD ORGANIC TEA: A FIELD RESEARCH

Abstract

This study reveals what affects Turkish consumers’ organic tea purchase intention. Consumer attitude, health consciousness, nutrition value and food safety are defined as independent variables. The data of the survey were collected from consumers with face to face interview by using convenience sampling method and analyzed with SmartPLS SEM. According to the main results of the study, nutrition value and health consciousness affect consumers’ attitude. Although attitude does not affect purchase intention, nutrition value and food safety affect it. Organic tea can contribute to local economy by penetrating both internal and external markets with a successful market positioning

Keywords

• Organic Tea,Attitude,Purchase Intention,SmartPLS SEM

TÜKETİCİLERİN ORGANİK ÇAYA YÖNELİK TUTUMLARINI VE SATIN ALMA NİYETLERİNİ ETKİLEYEN FAKTÖRLER: BİR ALAN ARAŞTIRMASI

Öz

Bu çalışma tüketicilerin organik çay satın alma niyetini nelerin etkilediğini araştırmaktadır. Tüketici tutumu, sağlık bilinci, beslenme değeri ve gıda güvenliği bağımsız değişkenler olarak tanımlanmaktadır. Araştırmanın verileri kolayda örnekleme yöntemiyle tüketicilerle yapılan yüz yüze anketle toplanarak SmartPLS Yapısal Eşitlik Modellemesi ile analiz edilmiştir. Çalışmanın ana sonuçlarına göre, beslenme değeri ve sağlık bilinci organik çaya yönelik tutumu etkilemektedir. Satın alma niyetini organik çaya yönelik tutum etkilemezken, beslenme değeri ve gıda güvenliği etkilemektedir. Organik çay başarılı bir pazar konumlandırması ile iç ve dış pazarlara yoğunlaşarak yerel ekonomiye önemli katkı sağlayabilir.

Anahtar Kelimeler

• Organik Çay,Tutum,Satın Alma Niyeti,SmartPLS YEM

Kaynakça

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