TÜRKİYE’DE VEGAN ÜRÜNLERE ULAŞMAK: TÜKETİCİLERİN ALIŞVERİŞ VE ÜRÜN TERCİHLERİ

Öz

Vegan ürün, üretim sürecinde hiçbir hayvansal kaynaklı bileşen veya yan ürün içermeyen; etik, çevreci ve sürdürülebilir tüketim anlayışına dayalı bir ürünü ifade etmektedir. Bu çalışmanın temel amacı, Türkiye’deki vegan ürün tüketicilerinin satın alma tercihlerini, ürün seçiminde dikkate aldıkları unsurları ve fiyat algılarını incelemektir. Bu kapsamda araştırmada hem bireysel tüketici görüşleri hem de çevrimiçi kullanıcı deneyimleri birlikte değerlendirilmiştir. Çalışma, iki veri kaynağından oluşmaktadır. Birinci veri kaynağı, farklı şehirlerde yaşayan ve kartopu örnekleme yöntemiyle seçilen 40 vegan bireyle telefon aracılığıyla yapılan derinlemesine görüşmelerdir. İkinci veri kaynağı ise www.sikayetvar.com platformundan seçilen altı çevrimiçi vegan ürün satıcısına yönelik kullanıcı yorumlarının içerik analiziyle incelenmesidir. Bu nitel çalışmada, görüşme verileri tematik analizle çözümlenmiş, çevrimiçi kullanıcı yorumları ise kodlanarak frekanslarına göre değerlendirilmiştir. Araştırma sonucunda bireylerin çoğunluğunun vegan ürünleri online alışveriş sitelerinden temin ettiği, ürün satın alırken V-Label etiketine ve yerel üretim olmasına önem verdiği belirlenmiştir. Ayrıca vegan ürünlerin fiyatlarının yüksek bulunduğu ve et ile süt alternatiflerine yönelik genel olarak olumlu görüşler olduğu saptanmıştır. Ancak bazı katılımcıların bu ürünleri tüketmeyi tercih etmediği de görülmüştür. Bulgular, vegan ürünlerin reklamlarda yeterince yer almadığını ve firmaların daha uygun fiyatlı, erişilebilir ve tanıtımı daha güçlü ürünlerle tüketicileri etkileyebileceğini göstermektedir.

Anahtar Kelimeler

• Bitkisel Beslenme
• Vegan Beslenme
• Gastronomi Trendleri
• Alışveriş
• Tüketici Davranışları

ACCESSING VEGAN PRODUCTS IN TURKIYE: CONSUMERS’ SHOPPING AND PRODUCT PREFERENCES

Öz

A vegan product refers to a product that does not contain any animal-derived ingredients or byproducts in its production process and is based on an ethical, environmentally friendly, and sustainable consumption approach. The primary objective of this study is to examine the purchasing preferences of vegan consumers in Turkiye, the factors they consider when choosing a product, and their price perceptions. In this context, both individual consumer opinions and online user experiences were evaluated together. The study consists of two data sources. The first data source consists of in-depth telephone interviews with 40 vegan individuals living in different cities, selected through snowball sampling. The second data source is a content analysis of user reviews for six online vegan product sellers selected from the www.sikayetvar.com platform. In this qualitative study, the interview data was analyzed through thematic analysis, and online user reviews were coded and evaluated according to frequency. The study revealed that the majority of individuals purchase vegan products from online shopping sites and prioritize the V-Label and local production when purchasing products. Furthermore, the high prices of vegan products were found to be high, and there were generally positive opinions about meat and dairy alternatives. However, some participants also chose not to consume these products. The findings suggest that vegan products are not sufficiently featured in advertising and that companies could attract consumers with more affordable, accessible, and more powerfully promoted products.

Anahtar Kelimeler

• Plant-Based Nutrition
• Vegan Nutrition
• Gastronomy Trends
• Consumer Behavior
• Shopping

Kaynakça

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