E-Ticaret Platformlarında Organik Gıda Satın Alma Niyeti Üzerine Bir İnceleme

Yıl 2025, Cilt: 22 Sayı: 2, 544 - 556, 26.05.2025

Hasan Selçuk Eti

https://doi.org/10.33462/jotaf.1582997

Öz

Bu araştırmada sağlık bilinci, çevre bilinci, algılanan güven, algılanan değer ve algılanan riskin, e-ticaret platformlarında organik gıda satın alma niyeti üzerindeki etkilerinin incelenmesi amaçlanmıştır. Bunun yanında, söz konusu ilişkilerde tutumun aracılık rolünün incelenmesi de hedeflenmiştir. İlişkisel tarama modelinde tasarlanan araştırma, organik gıda tüketicileri arasından kolayda örnekleme yöntemi ile seçilen toplam 400 katılımcıyla yürütülmüştür. Çevrimiçi anket yöntemiyle toplanan veriler, SPSS v26 yazılımı kullanılarak analiz edilmiştir. Araştırmada kullanılan ölçeklerin geçerlik ve güvenirlik analizleri yapılmış, verilerin normal dağılıma uygunluğu test edilmiş ve değişkenler arasındaki ilişkiler Pearson korelasyon analizi ile incelenmiştir. Aracılık etkisinin incelenmesinde ise üç aşamalı çok değişkenli regresyon analizleri gerçekleştirilmiştir. Araştırma sonucunda sağlık bilinci, çevre bilinci, algılanan güven ve algılanan değerin hem tutum hem de satın alma niyeti üzerinde pozitif yönde anlamlı etkileri tespit edilirken, algılanan riskin her iki değişken üzerinde negatif yönde anlamlı etkileri belirlenmiştir. Ayrıca tutumun, satın alma niyeti üzerinde pozitif yönde anlamlı bir etkiye sahip olduğu görülmüştür. Aracılık analizleri sonucunda, tutumun sağlık bilinci ve çevre bilinci ile satın alma niyeti arasındaki ilişkilerde kısmi aracılık rolü üstlendiği; algılanan güven, algılanan değer ve algılanan risk ile satın alma niyeti arasındaki ilişkilerde ise tam aracılık rolü oynadığı tespit edilmiştir. Bu bulgular ışığında, e-ticaret platformlarında organik gıda satışı yapan işletmelere, tüketicilerin sağlık ve çevre bilincini vurgulayan pazarlama stratejileri geliştirmeleri, güven oluşturma, değer algısını artırma ve risk algısını azaltma yönünde tutum odaklı yaklaşımlar benimsemeleri önerilmektedir. Ayrıca, web sitesi tasarımı ve iletişim stratejilerinde tüketici karar verme sürecinin hem rasyonel hem de duygusal yönlerini dikkate almaları ve özellikle ilk kez alışveriş yapacak tüketicilere yönelik özel stratejiler geliştirmeleri tavsiye edilmektedir.

Anahtar Kelimeler

Organik gıda, E-ticaret, Tüketici davranışı, Satın alma niyeti, Tutum

Etik Beyan

Bu çalışma, Tekirdağ Namık Kemal Üniversitesi Sosyal ve Beşeri Bilimler Bilimsel Araştırma ve Yayın Etik Kurulu'nun 07/10/2024 tarih ve T2024-2170 sayılı izni ile hazırlanmıştır

An Investigation on Organic Food Purchase Intention on E-Commerce Platforms

Öz

This study aimed to examine the effects of health consciousness, environmental consciousness, perceived trust, perceived value, and perceived risk on organic food purchase intention on e-commerce platforms. Additionally, it aimed to investigate the mediating role of attitude in these relationships. The research, designed in the relational screening model, was conducted with a total of 400 participants selected through convenience sampling among organic food consumers. The data collected through an online survey method were analyzed using SPSS v26 software. Validity and reliability analyses of the scales used in the research were conducted, the normality of data distribution was tested, and relationships between variables were examined using Pearson correlation analysis. Three-stage multivariate regression analyses were performed to examine the mediating effect. The research findings revealed that health consciousness, environmental consciousness, perceived trust, and perceived value had significant positive effects on both attitude and purchase intention, while perceived risk had significant negative effects on both variables. Additionally, attitude was found to have a significant positive effect on purchase intention. Mediation analyses demonstrated that attitude played a partial mediating role in the relationships between health consciousness and environmental consciousness with purchase intention, while it had a full mediating role in the relationships between perceived trust, perceived value, and perceived risk with purchase intention. In light of these findings, it is recommended that businesses selling organic food on e-commerce platforms should develop marketing strategies emphasizing consumers' health and environmental consciousness, and adopt attitude-focused approaches towards building trust, enhancing value perception, and reducing risk perception. Furthermore, it is advised that they should consider both rational and emotional aspects of consumer decision-making in website design and communication strategies, and develop specific strategies for first-time shoppers.

Anahtar Kelimeler

Organic food, E-commerce, Consumer behavior, Purchase intention, Attitude

Etik Beyan

This study was prepared under the permission numbered T2024-2170, dated 07/10/2024 from the Ethics Committee of Tekirdag Namik Kemal University Social Sciences and Humanities Scientific Research and Publication.

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