Motivations guiding organic food purchase intention: An examination within the framework of self-determination theory

Öz

With the recent increase in food safety concerns, the role of organic foods in healthy nutrition has become an important topic of discussion. This indicates a change in consumer behaviour regarding food purchasing. Gaining insight into the underlying reasons for this change will enable a more comprehensive analysis of consumer behaviour. The current study aims to reveal the role of intrinsic (health benefit, food safety concern) and extrinsic (certification, social media) motivations on the intention of Turkish consumers to purchase organic food. To this end, a conceptual model and research hypotheses based on extant literature were developed. A total of 611 responses were collected through an online survey, and the data were analysed using SPSS 22 and SmartPLS 3.0 software. The proposed hypotheses were tested by performing variance-based structural equation modelling. Findings showed that certification plays the most significant role in explaining Turkish consumers’ intention to purchase organic food, followed by food safety concern and exposure to interactions regarding organic food via social media. The study revealed that health benefits did not have a significant effect on the intention to purchase organic food, which is an unexpected finding. This research contributes to the existing body of knowledge by extending the findings of previous studies on motivational sources influencing organic food purchase intention in developing country markets from the perspective of self-determination theory.

Anahtar Kelimeler

• Organic Food Purchase Intention
• Food Safety
• Certification
• Health Benefit
• Social Media

Organik gıda satın alma niyetine yön veren motivasyonlar: Öz-Belirleme Kuramı çerçevesinde bir inceleme

Öz

Son dönemde gıda güvenliğine ilişkin endişelerin artmasıyla birlikte sağlıklı beslenmede organik gıdaların rolü önemli bir tartışma konusu haline gelmiştir. Bu, gıda satın alma konusunda tüketici davranışında bir değişime işaret etmektedir. Bu değişimin altında yatan nedenlerin anlaşılması, tüketici davranışının daha ayrıntılı bir şekilde kavranmasını kolaylaştıracaktır. Mevcut çalışma, Türk tüketicilerin organik gıda satın alma niyetleri üzerinde içsel (sağlık yararı, gıda güvenliği endişesi) ve dışsal (sertifikasyon, sosyal medya) motivasyonlarının rolünü ortaya koymayı amaçlamaktadır. Bu amaç doğrultusunda literatüre dayalı kavramsal bir model ve araştırma hipotezleri geliştirilmiştir. Çevrimiçi anket yöntemiyle 611 yanıt toplanmıştır. Veriler SPSS 22 ve SmartPLS 3.0 yazılımları aracılığıyla analiz edilmiş, önerilen hipotezler ise varyans temelli yapısal eşitlik modellemesi gerçekleştirilerek test edilmiştir. Bulgular, Türk tüketicilerin organik gıda satın alma niyetlerini açıklamada en önemli rolü sertifikasyonun oynadığını, bunu gıda güvenliği endişesinin ve sosyal medya aracılığıyla organik gıdalarla ilgili etkileşimlere maruz kalmanın izlediğini göstermiştir. Şaşırtıcı bir şekilde organik gıda satın alma niyetinde bu tür gıdaların sağlık yararının önemli bir etkisi olmadığı tespit edilmiştir. Bu araştırma, gelişmekte olan ülke pazarlarında organik gıda satın alma niyetini etkileyen motivasyonel kaynaklara ilişkin önceki çalışmaların bulgularını, öz belirleme teorisi perspektifinden genişletmektedir.

Anahtar Kelimeler

• Organik Gıda Satın Alma Niyeti
• Gıda Güvenliği
• Sertifikasyon
• Sağlık Yararı
• Sosyal Medya

Kaynakça

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