TÜKETİCİLERİN ORGANİK GIDA ÜRÜNLERİNE YÖNELİK SATIN ALMA NİYETİNİ VE SATIN ALMA DAVRANIŞINI ETKİLEYEN FAKTÖRLER: İSTANBUL İLİ ÜZERİNE BİR ARAŞTIRMA

Öz

Dünyadaki sınırlı kaynakların hızla tükenmesi neticesinde ve gelecek nesiller adına daha sürdürülebilir bir toplum yaratılabilmesi amacıyla; daha sağlıklı ve çevreye daha saygılı şekilde beslenebilmek için, organik gıda tüketiminin de giderek arttığı gözlemlenmektedir. Özellikle de geleneksel olarak üretilen endüstriyel tarım ürünlerinin topluma, çevreye, hayvanlara ve insan sağlığına verdiği zararların iyice anlaşılmasından dolayı, organik tarım sistemiyle üretilerek pazara sunulan organik gıda ürünleri her geçen gün değer kazanmaktadır. Bu bağlamda yapılan bu çalışmanın asıl amacı; kavramsal açıdan ‘’Planlanmış Davranış Teorisi’’ modeline dayanılarak, bireylerin organik gıdaya yönelik tutumlarını hangi faktörlerin etkilediğini belirlemek ve buna bağlı olarak da bu tüketicileri organik gıda satın alma davranışına hangi etmenlerin teşvik ettiğini ortaya koymaktır. Buna göre İstanbul ilinde organik gıda satın alan 18 yaş ve üzerindeki katılımcılardan, kolayda örnekleme metoduyla toplanan 473 anket verisi, istatistiksel yöntemler kullanılarak analiz edilmiş ve yapılan analizler sonucunda da; sağlık endişesi, algılanan gıda güvenliği ve algılanan gıda fiyatı faktörlerinin, tüketicilerin organik gıdaya yönelik tutumlarını etkileyen unsurlar olduğu görülmüştür. Ayrıca buna bağlı olarak da bu bireylerin organik gıdaya yönelik tutumlarının, organik gıda satın alma davranışlarını etkilediği sonucuna ulaşılmıştır. Diğer taraftan besin değeri ve lezzet, algılanan gıda kalitesi ve çevresel kaygı faktörleri ise, bu araştırma kapsamında tüketicilerin organik gıdaya yönelik tutumları üzerinde etkili olmayan unsurlar olarak bulunmuştur.

Anahtar Kelimeler

• Yeşil pazarlama
• yeşil tüketici davranışları
• planlanmış davranış teorisi
• tutum
• satın alma niyeti
• tüketici satın alma davranışı

FACTORS AFFECTING CONSUMERS’ PURCHASE INTENTION AND PURCHASING BEHAVIOR OF ORGANIC FOOD PRODUCTS: A RESEARCH IN ISTANBUL

Öz

While the resources in the world are rapidly depleting, it can be said that environmental activities are increasing day by day to create a more sustainable society for the future generations. In this regard, it is observed that the consumption of organic food is gradually increasing in order to be fed in a healthier way. For this reason, the organic food products are gaining value day by day due to the fact that industrial agricultural products cause to society, the environment and human health. In this context, the main purpose of this study is conceptually based on the "Planned Behavior Theory", to determine which factors affect consumers' attitudes towards organic food and to define what are the factors that encourage these consumers to buy organic food products. Within the scope of this study, 473 survey data were collected from the participants who have purchased the organic food products in Istanbul were analyzed by using statistical methods. As a result of the study, it has been determined that health consciousness, perceived safety of food products and perceived price of food products are the factors that affect consumers' attitudes towards organic food products. In addition, it has been concluded that attitudes of these consumers affect their purchasing behavior. On the other hand, the nutritional value, perceived quality of food products and the environmental concern were found to be ineffective factors on consumers' attitudes towards organic food products within the scope of this research.

Anahtar Kelimeler

• Green marketing
• green consumer behavior
• theory of planned behavior
• attitude
• purchase intention
• purchase behavior

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