Tüketicilerin Dini Tutumları ile Helal Gıda Algısı Arasındaki İlişkinin İncelenmesi: PLS-SEM Yaklaşımıyla Ampirik Bir Araştırma

Öz

Bu çalışma, Türkiye’nin sosyo-dinî açıdan kendine özgü bir bölgeleri olan Doğu ve Güneydoğu Anadolu Bölgesi bağlamında, dinî tutumların helal gıda algısı üzerindeki etkisini incelemektedir. Çok boyutlu bir dindarlık kavramsallaştırması benimseyen çalışma, dinî tutumu inanç temelli, sosyal temelli ve maddi temelli yapılar olarak tanımlamakta ve bu yapıların helal gıda algısı üzerindeki bireysel etkilerini araştırmaktadır. Doğu ve Güneydoğu Anadolu Bölgesi’nde yaşayan gıda tüketicilerinden elde edilen anket verileri PLS-SEM yöntemi kullanılarak analiz edilmiştir. Araştırma bulguları, inanç ve manevî anlam dünyasına dayanan inanç temelli dinî tutumun helal gıda algısını güçlü ve doğrudan biçimde etkilediğini göstermektedir. Sosyal temelli dinî tutum, inanç temelli dindarlık ile helal algısı arasındaki ilişkide aracı bir rol üstlenerek, tüketim tercihlerinin oluşumunda aile yapısı, topluluk normları ve paylaşılan ahlaki beklentilerin önemini ortaya koymaktadır. Sertifikasyon ve teknik unsurlar gibi fiziksel göstergelere dayanan maddi temelli dinî tutumun ise doğrudan bir etkisi bulunmamakta; bu durum, söz konusu bölgesel bağlamda kurumsal sistemlerin tüketici değerlendirmelerini dolaylı biçimde etkilediğini göstermektedir. Bu sonuçlar, Doğu ve Güneydoğu Anadolu’da helal gıda algısının kurumsal ya da piyasa temelli göstergelerden ziyade, içselleştirilmiş inanç ve toplumsal güven ilişkilerine dayandığını ortaya koymaktadır.

Anahtar Kelimeler

• Dini Tutum
• Dindarlık
• Helal Gıda Algısı
• Müslüman Tüketici Davranışı

Exploring the Relationship Between Consumers’ Religious Attitudes and Halal Food Perception: An Empirical Study Using PLS-SEM Approach

Öz

This study examines the influence of religious attitudes on halal food perception by investigating the contextually unique Eastern and Southeastern Region of Türkiye as a socio-religious region. Employing a multidimensional conceptualization of religiosity, the study defines religious attitude as faith-based, social-based, and material-based structures and investigates their individual effects on halal food perception. Surveys of food consumers in the Eastern and Southeastern Region of Türkiye were gathered and analyzed using the PLS-SEM methodology. The research demonstrates that faith-based religious attitude, rooted in conviction and spiritual significance, strongly directly influences halal food perception. Socially-based religious attitude enhances this influence by acting as a mediator between faith-based religiosity and halal perception, emphasizing the importance of family, community norms, and shared moral expectations in making consumption choices. Material-based religious attitude, which depends on physical attributes such as certificates or technical elements, has no direct effect, indicating that formalized systems influence these choices indirectly in this regional context. These results show that halal food perception in Eastern and Southeastern Türkiye relies on internalized faith and socially embedded trust signals rather than institutional or market-based cues by considering the multidimensional nature of religiosity.

Anahtar Kelimeler

• Attitudes
• Religiosity
• Halal Food Perception

Kaynakça

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