TÜKETİM DEĞERİNİN TÜKETİCİ İLGİNLİĞİ MODERATÖRLÜĞÜNDE ORGANİK GIDA SATINALMA TUTUMUNA ETKİSİNİN İNCELENEMESİ

Yıl 2022, Cilt: 12 Sayı: 1, 177 - 191, 01.01.2022

Lojain Al Wasetı Müge İrfanoğlu

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

Öz

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.

Anahtar Kelimeler

Organic food, consumption value theory, involvement, purchase intention

Kaynakça

• Aertsens, J., Verbeke, W., Mondelaers, K., & Van Huylenbroeck, G. (2009). Personal determinants of organic food consumption: A review. British Food Journal, 111(10), 1140–1167. https://doi.org/10.1108/00070700910992961
• Ajzen I, Fishbein M (1980). Understanding Attitudes and Predicting Social Behavior. Nwe Jersey: Prentice Hall
• Akgüngör, S., Miran, B., & Abay, C., (2010). Consumer Willingness to Pay for Organic Food in Urban Turkey. Journal of International Food & Agribusiness Marketing. 22 (3–4), 299–313. https://doi.org/10.1080/08974431003641455
• Al-Janabi, T. (2018). Perception and training needs of Mississippi State University Extension agents and the level of demand they receive for information in organic agriculture. (Publication No. 10978407) [Doctoral Dissertation, College of Agriculture and Life Sciences]. ProQuest Diseerattion & Theses Global
• Aschemann -Witzel, J., & Zielke, S. (2017, March 1). Can’t Buy Me Green? A Review of Consumer Perceptions of and Behavior Toward the Price of Organic Food. Journal of Consumer Affairs, 51, 211–251. https://doi.org/10.1111/joca.12092
• Barnes, A. P., Vergunst, P., & Topp, K. (2009). Assessing the consumer perception of the term “organic”: A citizens’ jury approach. British Food Journal, 111(2), 155–164. https://doi.org/10.1108/00070700910931977
• Başaran, B., Konyali, S., & Oraman, Y. (2018). AN OVERVIEW OF ORGANIC PRODUCER ORGANIZATIONS IN TURKEY. New Knowledge Journal of Science, 7(2). Retrieved from http://www.science.uard.bg/index.php/newknowledge/article/view/360
• Baudry, J., Allès, B., Péneau, S., Touvier, M., Méjean, C., Hercberg, S., … Kesse-Guyot, E. (2017). Dietary intakes and diet quality according to levels of organic food consumption by French adults: Cross-sectional findings from the NutriNet-Santé Cohort Study. Public Health Nutrition, 20(4), 638–648. https://doi.org/10.1017/S1368980016002718
• Baudry, J., Péneau, S., Allès, B., Touvier, M., Hercberg, S., Galan, P., … Kesse-Guyot, E. (2017). Food Choice Motives When Purchasing in Organic and Conventional Consumer Clusters: Focus on Sustainable Concerns (The NutriNet-Santé Cohort Study). Nutrients, 9(2), 88. https://doi.org/10.3390/nu9020088
• Beharrell, B., & Denison, T. J. (1995). Involvement in a Routine Food Shopping Context. British Food Journal, 97(4), 24–29. https://doi.org/10.1108/00070709510085648
• Bell, R., & Marshall, D. W. (2003, June 1). The construct of food involvement in behavioral research: Scale development and validation. Appetite, 40, 235–244. https://doi.org/10.1016/S0195-6663(03)00009-6
• Boyacı D.Ş & Atalay, N. (2016). A Scale Development for 21st Century Skills of Primary School Students: A Validity and Reliability Study 1. In International Journal (Vol. 9). Retrieved from www.e-iji.net
• Celsi, R. L., & Olson, J. C. (1988). The Role of Involvement in Attention and Comprehension Processes. Journal of Consumer Research, 15(2), 210. https://doi.org/10.1086/209158
• Chernatony, L., Harris, F., & Dall’Olmo Riley, F. (2000). Added value: its nature, roles and sustainability. European Journal of Marketing, 34(1/2), 39–56. https://doi.org/10.1108/03090560010306197
• Cho, Y., im, I., Fjermestad, J., & Roxanne Hiltz, S. (2003). The impact of product category on customer dissatisfaction in cyberspace. Business Process Management Journal, 9(5), 635–651. https://doi.org/10.1108/14637150310496730
• Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.1177/002224379102800305
• Dori´c, D.-D., Nikoli´c, E., Dori´c, N.--D., Vesna, ·, Jevremovi´c, J., & Mališi´c, J. M. (2009). On measuring skewness and kurtosis. Qual Quant, 43, 481–493. https://doi.org/10.1007/s11135-007-9128-9
• FiBL Statistics. (n.d.). FiBL Statistics-Area. Retrieved April 23, 2020, from https://statistics.fibl.org/world/area-world.html?tx_statisticdata_pi1%5Bcontroller%5D=Element2Item&cHash=f367262839ab9ca2e7ac1f333fbb1ca2
• FiBL Statistics - Operators . (n.d.). FiBL Statistics-Operators. Retrieved April 23, 2020, from https://statistics.fibl.org/world/operator-world.html?
• tx_statisticdata_pi1%5Bcontroller%5D=Element2Item&cHash=935c97b37cdd0875056cdac4686d0079 Finch, J. E. (2006). The Impact of Personal Consumption Values and Beliefs on Organic Food Purchase Behavior. 11(4), 63-76. https://doi.org/10.1300/J038v11n04_05
• Gainer, B. (1993). An empirical investigation of the role of involvement with a gendered product. Psychology and Marketing, 10(4), 265–283. https://doi.org/10.1002/mar.4220100403
• Gogoi, B. J. (2013). Study Of Antecedents Of Purchase Intention And Its Effect On Brand Loyalty Of Private Label Brand Of Apparel. In International Journal of Sales & Marketing Management Research and Development (Vol. 3).
• Griffith, D. A., Krampf, R. F., & Palmer, J. W. (2001). The role of interface in electronic commerce: Consumer involvement with print versus on-line catalogs. International Journal of Electronic Commerce, 5(4), 135–153. https://doi.org/10.1080/10864415.2001.11044219
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2013). Multivariate data analysis: Pearson new international edition. Pearson Higher Ed.
• Hughner, R. S., McDonagh, P., Prothero, A., Shultz, C. J., & Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour, 6(2–3), 94–110. https://doi.org/10.1002/cb.210
• Janssen, M. (2018). Determinants of organic food purchases: Evidence from household panel data. Food Quality and Preference, 68, 19–28. https://doi.org/10.1016/j.foodqual.2018.02.002
• Koufaris, M. (2002). Applying the Technology Acceptance Model and flow theory to online Consumer Behavior. Information Systems Research, 13(2), 205–223. https://doi.org/10.1287/isre.13.2.205.83
• Koufaris, M., Kambil, A., & LaBarbera, P. A. (2001). Consumer behavior in Web-based commerce: An empirical study. International Journal of Electronic Commerce, 6(2), 115–138. https://doi.org/10.1080/10864415.2001.11044233
• Kushwah, S., Dhir, A., Sagar, M., & Gupta, B. (2019, December 1). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite, Vol. 143, p. 104402. https://doi.org/10.1016/j.appet.2019.104402
• Marshall, D., & Bell, R. (2004). Relating the food involvement scale to demographic variables, food choice and other constructs. Food Quality and Preference, 15(7-8 SPEC.ISS.), 871–879. https://doi.org/10.1016/j.foodqual.2004.06.003 Mittal, B., & Lee, M. S. (1989). A causal model of consumer involvement. Journal of Economic Psychology, 10(3), 363–389. https://doi.org/10.1016/0167-4870(89)90030-5
• Mørk, T., Bech-Larsen, T., Grunert, K. G., & Tsalis, G. (2017). Determinants of citizen acceptance of environmental policy regulating consumption in public settings: Organic food in public institutions. Journal of Cleaner Production, 148, 407–414. https://doi.org/10.1016/j.jclepro.2017.01.139
• Nguyen, H. V., Nguyen, N., Nguyen, B. K., Lobo, A., & Vu, P. A. (2019). Organic food purchases in an emerging market: The influence of consumers’ personal factors and green marketing practices of food stores. International Journal of Environmental Research and Public Health, 16(6). https://doi.org/10.3390/ijerph16061037
• Örs, M. (2019). Organik Ürün Satınalma Niyetine Etki Eden Faktörlerde Fiyat Algısının Düzenleyici Rolü. Business & Management Studies: An International Journal, 7(2), 891–925. https://doi.org/10.15295/bmij.v7i2.1102
• Padel, S., & Foster, C. (2005). Exploring the gap between attitudes and behaviour: Understanding why consumers buy or do not buy organic food. British Food Journal, 107(8), 606–625. https://doi.org/10.1108/00070700510611002
• Polat, M., & Sayan, Y. (2004). Development of organic animal production in Turkey. 3rd SAFO workshop, Falenty, Poland. Puska, P., Kurki, S., Lähdesmäki, M., Siltaoja, M., & Luomala, H. (2018). Sweet taste of prosocial status signaling: When eating organic foods makes you happy and hopeful. Appetite, 121, 348–359. https://doi.org/10.1016/j.appet.2017.11.102
• Rahnama, H. (2017). Effect of Consumption Values on Women’s Choice Behavior Toward Organic Foods: The Case of Organic Yogurt in Iran. Journal of Food Products Marketing, 23(2), 144–166. https://doi.org/10.1080/10454446.2017.1244790
• Rehber, E., & Turhan, S. (2002). Prospects and challenges for developing countries in trade and production of organic food and fibers: The case of Turkey. British Food Journal, 104, 371–390. https://doi.org/10.1108/00070700210435380
• Republic Of Turkey Ministry Of Agriculture And Forestry. (n.d.). Retrieved April 25, 2020, from https://www.tarimorman.gov.tr/Sayfalar/EN/AnaSayfa.aspx
• Reuben, S. H. (2010). Reducing Environmental Cancer Risk: What We Can Do Now - National Instiute of Health. Rezvani, S., Javadian Dehkordi, G., Sabbir Rahman, M., Fouladivanda, F., Habibi, M., & Eghtebasi, S. (2012). A Conceptual Study on the Country of Origin Effect on Consumer Purchase Intention. Asian Social Science, 8(12). https://doi.org/10.5539/ass.v8n12p205
• Richins, M. L., & Bloch, P. H. (1986). After the New Wears off: The Temporal Context of Product Involvement. Journal of Consumer Research, 13(2), 280. https://doi.org/10.1086/209067
• Schreiber, J. B., Nora, A., Stage, F. K., Barlow, E. A., & King, J. (2006). Reporting Structural Equation Modeling and Confirmatory Factor Analysis Results: A Review. The Journal of Educational Research, 99(6), 323–338. https://doi.org/10.3200/JOER.99.6.323-338
• Seconda, L., Baudry, J., Allès, B., Hamza, O., Boizot-Szantai, C., Soler, L.-G., … Kesse-Guyot, E. (2017). Assessment of the Sustainability of the Mediterranean Diet Combined with Organic Food Consumption: An Individual Behaviour Approach. Nutrients, 9(1), 61. https://doi.org/10.3390/nu9010061
• Selin Yilmaz, B., & Ilter, B. (2107). Motives Underlying Organic Food Consumption in Turkey: Impact of Health, Environment and Consumer Values on Purchase Intentions. Economics World, 5(4), 333–345. https://doi.org/10.17265/2328-7144/2017.04.006 Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170. https://doi.org/10.1016/0148-2963(91)90050-8
• Shin, Y. H., Im, J., Jung, S. E., & Severt, K. (2018). Motivations behind Consumers’ Organic Menu Choices: The Role of Environmental Concern, Social Value, and Health Consciousness. Journal of Quality Assurance in Hospitality & Tourism, 20(1), 107–122. https://doi.org/10.1080/1528008X.2018.1483288
• Strassner, C., Cavoski, I., Di Cagno, R., Kahl, J., Kesse-Guyot, E., Lairon, D., … Stolze, M. (2015). How the Organic Food System Supports Sustainable Diets and Translates These into Practice. Frontiers in Nutrition, 2, 19. https://doi.org/10.3389/fnut.2015.00019
• Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
• Teng, C. C., & Lu, C. H. (2016). Organic food consumption in Taiwan: Motives, involvement, and purchase intention under the moderating role of uncertainty. Appetite, 105, 95–105. https://doi.org/10.1016/j.appet.2016.05.006
• Turel, O., Serenko, A., & Bontis, N. (2010). User acceptance of hedonic digital artifacts: A theory of consumption values perspective. Information and Management, 47(1), 53–59. https://doi.org/10.1016/j.im.2009.10.002
• United States Department of Agriculture. (n.d.). USDA ERS - Organic Agriculture. Retrieved November 1, 2019, from https://www.ers.usda.gov/topics/natural-resources-environment/organic-agriculture/
• Verbeke, W., & Vackier, I. (2004). Profile and effects of consumer involvement in fresh meat. Meat Science, 67(1), 159–168. https://doi.org/10.1016/j.meatsci.2003.09.017
• Vittersø, G., & Tangeland, T. (2015). The role of consumers in transitions towards sustainable food consumption. the case of organic food in Norway. Journal of Cleaner Production, 92, 91–99. https://doi.org/10.1016/j.jclepro.2014.12.055
• Wang, X., & Yang, Z. (2008). Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China’s auto industry. International Marketing Review, 25(4), 458–474. https://doi.org/10.1108/02651330810887495
• Willer, Hegla, & Lernoud, J. (2019). The World of Organic Agriculture. In Hegla Willer & J. Lernoud (Eds.), The World of Organic Agriculture (20th ed.). https://doi.org/10.4324/9781849775991
• Willer, Helga, Schlatter, B., Trávníček, J., Kemper, L., & Lernoud, J. (2020). The World Organic Agriculture Statistics and Emerging Trends 2020 (Helga Willer, B. Schlatter, J. Travnicek, L. Kemper, & J. Lernoud, Eds.).(21st ed.). Retrieved from https://shop.fibl.org/CHde/mwdownloads/download/link/id/1294/?ref=1
• Yang, Z.-Y., & He, L.-Y. (2011). Goal, customer experience and purchase intention in a retail context in China: An empirical study. African Journal of Business Management, 5(16), 6738–6746. https://doi.org/10.5897/AJBM10.1287