Gıda Güvenliği Açısından Gıda Tağşişine Yönelik Tüketici Tepkisi Üzerine Bir Araştırma

Öz

Gıda tağşişi bir gıdaya yabancı, standart altı veya kalitesiz içeriklerin eklenmesi, uyarlanması, birleştirilmesi eylemleridir. Son zamanlarda gıda denetimlerinin artması ile birlikte bilinen/bilinmeyen birçok markanın tağşişli gıda sundukları ortaya çıkmıştır. Tüketici tarafında olumlu/olumsuz yönde tartışmalar konuyu tağşişin de ötesine taşımayı başarmıştır. Bu araştırmada gıda güvenliği kapsamında gıdada tağşişe yönelik tüketici tepkisinin incelenmesi amaçlanmıştır. Bu bağlamda gıda güvenliğine yönelik tüketicideki kafa karışıklığının; olumsuz duygulara etkisi, bunun da sağlık bilinci ile birlikte tüketicide kalite sertifikalarının ihtiyacına, yetkililere düzenleme çağrısına ve satın almama davranışına etkileri incelenmiştir. Önerilen kavramsal modeli test etmek için kolayda örneklemi yöntemi ile web tabanlı anket aracılığı ile toplanan veriler kullanılmıştır. Verilerin analizinde PLS tabanlı yapısal eşitlik modellemesi tercih edilmiştir. Elde edilen bulgulara göre tüketici davranışında tağşişe yönelik tüketicide gelişen gıda güvenliği ile ilgili kafa karışıklığı ve olumsuz duygular sağlık bilinci ile birlikte anlamlı etkiye sahiptir. Tağşişin varlığı öncelikle insan sağlığı, pazardaki rekabet ve markalaşmaya çalışan KOBİ’ler için önemli bir tehdittir. Tüketicilerde sağlık bilincinin gelişmesi, kamu otoritesinin düzenleme ve denetlemeleri tağşişin daha az gündeme gelmesinde etkili olabilir.

Anahtar Kelimeler

• Gıda Tağşişi
• Sağlık Bilinci
• Tüketici Kafa Karışıklığı
• Gıda Güvenliği

Research on Consumer Response to Food Adulteration in Terms of Food Safety

Öz

Food adulteration is the act of adding, adapting, or combining foreign, substandard, or low-quality ingredients to food. With the recent increase in food inspections, it has emerged that many well-known and unknown brands offer adulterated food. Positive/negative discussions on the consumer side have managed to move the issue beyond adulteration. This research aims to examine consumer reactions to food adulteration in terms of food safety. In this context, the effect of consumer confusion regarding food safety on negative emotions, the effects of this on the need for quality certificates, calls for govermental regulation, and the non-purchase behavior of the consumer along with health awareness were examined. Data collected via a web-based survey using a convenience sampling method was used to test the conceptual model proposed. PLS-based structural equation modeling was preferred in the analysis of the data. According to the findings, the confusion and negative emotions that develop in the consumer regarding food safety have a significant effect on consumer behavior along with health consciousness. The existence of adulteration is a significant threat primarily for human health, competition in the market, and SMEs trying to brand. The development of health consciousness among consumers and the regulation and inspection of public authorities may be effective in reducing the issue of adulteration.

Anahtar Kelimeler

• Food Adulteration
• Health Consciousness
• Consumer Confusion
• Food Safety

Kaynakça

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