Coğrafi İşaretli Gıda Ürünlerine Yönelik Daha Fazla Ödeme İstekliliğinin Araştırılması: Etnosentrizmin Aracılık Rolü

Öz

Bu çalışma, Türkiye’deki Z kuşağı tüketicilerinin coğrafi işaretli gıda ürünlerine yönelik fazla ödeme istekliliklerini belirleyen faktörleri incelemekte ve bu ilişkilerde etnosentrizmin aracılık rolünü vurgulamaktadır. Coğrafi işaretli ürünlerin kültürel mirasın korunması, yerel kimliğin güçlendirilmesi, sürdürülebilir tarımın desteklenmesi ve kırsal kalkınmaya katkı sağlanması gibi birçok önemli işlevi bulunmaktadır. Bu durum Z kuşağı tüketicilerin coğrafi işaretli ürünlere yönelik algı, tutum ve davranışlarını anlamayı önemli hale getirmektedir. Bu bağlamda çalışmada kültürel ve geleneksel değerlere destek, menşeye karşı tutum, kalite ve güvenilirlik değerlendirmelerinin fazla ödeme istekliliği üzerindeki etkileri ele alınmıştır. Ayrıca bu değişkenlerin etnosentrizm yoluyla dolaylı etkileri analiz edilmiştir. Veriler Türkiye’de Z kuşağını temsil eden 501 katılımcıdan anket yoluyla toplanmıştır. Elde edilen veriler yapısal eşitlik modellemesi (YEM) kullanılarak analiz edilmiştir. Öncelikle ölçüm modeli test edilmiş ve araştırma modelinin geçerliliği ve güvenilirliği doğrulanmıştır. Daha sonra yapısal eşitlik modellemesi ile hipotezler test edilmiştir. Sonuçlar menşeye karşı tutum ile kültürel ve geleneksel değerlere yönelik desteğin fazla ödeme istekliliğini anlamlı biçimde artırdığını, buna karşın kalite ve güvenilirlik faktörünün doğrudan bir etkisinin bulunmadığını göstermektedir. Ayrıca sonuçlar, etnosentrizmin kültürel ve geleneksel değerlere destek, menşeye karşı tutum, kalite ve güvenilirlik değerlendirmeleri ile fazla ödeme istekliliği arasındaki ilişkilere aracılık ettiğini ortaya koymaktadır. Genel olarak çalışma, Z kuşağının kimlik ve aidiyet temelli ürün tercihlerinin anlaşılmasının önemini vurgulamakta olup, kültürel ve bölgesel unsurların genç tüketiciler nezdinde coğrafi işaretli ürünlerin değerini şekillendirmede belirleyici olduğunu göstermektedir. Çalışma, coğrafi işaretli ürünlerle ilgili pazarlama stratejileri geliştiren işletmeler ve politika yapıcılar için genç tüketiciler bağlamında çeşitli öneriler sunmaktadır. Bulgular doğrultusunda işletmeler Z kuşağının kültürel değerlere ve menşe unsurlarına verdiği önemi dikkate alarak iletişim ve konumlandırma stratejilerini yeniden şekillendirebilir.

Anahtar Kelimeler

• Z kuşağı
• Yerel ürün
• Kültürel değerler
• Etnosentrizm
• Fazla ödeme istekliliği
• Coğrafi işaretli gıda ürünleri

Etik Beyan

Bu çalışma, Bursa Teknik Üniversitesi Bilim, Mühendislik ve Sosyal Bilimler Araştırma Etik Kurulu tarafından 26 Mayıs 2025 tarihinde 2025/13 numaralı karar ile onaylanmıştır.

Examining Willingness to Pay More for Geographically Indicated Food Products: The Mediating Role of Ethnocentrism

Öz

This study examines the factors that determine the willingness to pay more (WTP) of Generation Z consumers in Türkiye for geographically indicated food products and investigates the mediating role of ethnocentrism in these relationships. Geographically indicated products have many significant functions, such as protecting cultural heritage, strengthening local identity, supporting sustainable agriculture, and contributing to rural development. This makes it critical to comprehend the perceptions, attitudes, and behaviors of Generation Z consumers towards geographically indicated products. In this context, this study examines the effects of culture and tradition support, attitude to origin, and quality and reliability assessments on willingness to pay more for geographically indicated food products. This study also examines the indirect effects of these variables on willingness to pay more through the lens of ethnocentrism. Data were collected through a survey from 501 participants representing Generation Z in Türkiye. The data obtained were analyzed using structural equation modelling (SEM). Initially, the measurement model was tested, and the validity and reliability of the research model were confirmed. After that, hypotheses were tested by utilizing structural equation modelling. The results indicate that the attitude to origin and culture, and tradition support have a positive effect on willingness to pay more for geographically indicated food products, while quality and reliability do not have a direct effect. Furthermore, ethnocentrism mediates the relationship between culture and tradition support, attitude to origin, quality and reliability assessments, and willingness to pay more for geographically indicated food products. Overall, the study emphasizes the importance of understanding Generation Z's identity and belonging based on product preferences and demonstrates that cultural and regional factors are decisive in shaping the value of geographically indicated products among young consumers. The study offers various recommendations for businesses and policymakers developing marketing strategies for geographically indicated products, particularly in the context of young consumers. According to findings, managers can adapt their communication and positioning strategies by considering the importance of cultural and traditional values.

Anahtar Kelimeler

• Generation Z
• Local product
• Cultural values
• Ethnocentrism
• Willingness to pay more
• Geographically indicated food products

Etik Beyan

This study was approved by the Ethics Committee for Research in Science, Engineering, and Social Sciences at Bursa Technical University, approval number 2025/13, May 26, 2025.

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