THE EFFECT OF CONSUMPTION VALUE ON ORGANIC FOOD PURCHASE INTENTION WITH THE MEDIATING ROLE OF CONSUMER INVOLVEMENT

Lojain Al Wasetı; Müge İrfanoğlu

TR EN

TÜKETİM DEĞERİNİN TÜKETİCİ İLGİNLİĞİ MODERATÖRLÜĞÜNDE ORGANİK GIDA SATINALMA TUTUMUNA ETKİSİNİN İNCELENEMESİ

Öz

Son yıllarda, tüm dünyada olduğu gibi Türkiye'de de organik gıdaya olan ilgi artmıştır. Bu çalışmada, ilginlik değeri teorisi çerçevesinde, Türkiye'de organik gıda satın alma niyetinin hangi faktörler tarafından etkilendiği, ilginlik faktörü aracılığı ile anlaşılmaya çalışılmıştır. Bu çalışmanın bulguları, organik gıda satın alma niyetinde, fonksiyonel değer (kalite + fiyat) ve duygusal değer arasında pozitif yönde doğrudan anlamlı bir ilişki olduğunu, sosyal değer ile organik gıda satın alma niyeti arasında negatif doğrudan bir ilişki olduğunu göstermiştir. İlginlik, işlevsel değer-fiyat ile satın alma niyeti arasındaki ilişkiye tam aracılık ederken, duygusal değer ile satın alma niyeti arasındaki ilişkiye kısmen aracılık etmektedir. Son olarak, ilginlik organik gıda satın alma niyetini pozitif yönde etkilemektedir.

Anahtar Kelimeler

Organik gıda , tüketim değeri teorisi , ilginlik , satın alma niyeti

THE EFFECT OF CONSUMPTION VALUE ON ORGANIC FOOD PURCHASE INTENTION WITH THE MEDIATING ROLE OF CONSUMER INVOLVEMENT

Abstract

Throughout the past years, worldwide interest in organic food has increased, as well as in Turkey. This study is done in Turkey to understand what affects the organic food purchase intention in terms of consumption values theory with the mediation of involvement. The findings of this study showed that there is a positive direct significant relationship between functional value (quality + price), and emotional value with the organic food purchase intention, there is a negative direct relationship between social value and organic food purchase intention. Involvement fully mediates the relationship between functional value-price and purchase intention, whereas it partially mediates the relationship between emotional value and purchase intention. Involvement positively affects the organic food purchase intention.

Keywords

Organic food , consumption value theory , involvement , purchase intention

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Lojain Al Wasetı Bu kişi benim
0000-0002-8717-7188
Türkiye

Müge İrfanoğlu ^*
0000-0001-6415-455X
Türkiye

Yayımlanma Tarihi

1 Ocak 2022

Gönderilme Tarihi

6 Ekim 2021

Kabul Tarihi

26 Ekim 2021

Yayımlandığı Sayı

Yıl 2022 Cilt: 12 Sayı: 1

IZ

https://izlik.org/JA86HZ69ZL

APA

Al Wasetı, L., & İrfanoğlu, M. (2022). THE EFFECT OF CONSUMPTION VALUE ON ORGANIC FOOD PURCHASE INTENTION WITH THE MEDIATING ROLE OF CONSUMER INVOLVEMENT. The Turkish Online Journal of Design Art and Communication, 12(1), 177-191. https://izlik.org/JA86HZ69ZL

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TÜKETİM DEĞERİNİN TÜKETİCİ İLGİNLİĞİ MODERATÖRLÜĞÜNDE ORGANİK GIDA SATINALMA TUTUMUNA ETKİSİNİN İNCELENEMESİ

Öz

Anahtar Kelimeler

THE EFFECT OF CONSUMPTION VALUE ON ORGANIC FOOD PURCHASE INTENTION WITH THE MEDIATING ROLE OF CONSUMER INVOLVEMENT

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