Organik Gıdalara Yönelik Tüketici Yaklaşımları ve Pazarlama İletişimi Önerileri

Öz

Organik gıda, hem uygulayıcıların hem de akademinin son yıllarda daha fazla ilgisini çekmektedir. Ayrıca, sürdürülebilirliğe katkı sağlayan yönüyle organik gıda tüketimi, hükümetler tarafından da teşvik edilmektedir. Organik gıda üzerine yapılan çalışmaların önemli bir kısmı, organik gıda satın alma sebeplerini incelemektedir. Bununla birlikte, organik gıda literatürü çoğunlukla Türkiye’ye kıyasla daha büyük organik gıda pazarının olduğu ve pazarın olgunlaştığı yurtdışından örneklemler içermektedir. Bu çalışmanın amacı, Türkiye’de organik gıda satın almanın önündeki engellerin tüketici bakış açısıyla incelenmesi, ayrıca tüketicilerin organik gıdaya yönelik içgörüleri aracılığıyla organik gıda markalarının pazarlama iletişimi çalışmalarına ışık tutulmasıdır. Bu amaç doğrultusunda veri elde etmede nitel araştırma yöntemlerinden derinlemesine mülakat tekniği kullanılmıştır. Çalışma sonuçlarına göre organik gıda ile tüketici arasındaki temel engeller yoğunluk ve kişilik unsurlarından oluşan bireysel unsurlar; üreticiye, dağıtıcıya ve menşei ülkeye güvenmeme; dağıtım eksikliği; çevrenin algısı; aşırı doğallık; fiyat ve farklılık algısının oluşmamasıdır. Bununla birlikte, tüketicilerin organik gıda hakkında bilgi edinme kaynakları, organik gıdanın tüketicilere çağrıştırdıkları, tüketiciye bir ürünün organik olduğunu işaret eden unsurlar, organik gıda tüketen kişilerin profilini tüketicilerin nasıl gördüğü de incelenmiştir. Elde edilen bulgular doğrultusunda, organik gıda sektöründe faaliyet gösteren markalara pazarlama iletişimi çabaları çerçevesinde öneriler sunulmaktadır.

Anahtar Kelimeler

• Organik Gıda,Bütünleşik Pazarlama İletişimi,Nitel Araştırma,Tüketici Davranışı,Organik Gıda Tüketimi

Consumers’ Approach towards Organic Foods and Marketing Communication Suggestions

Öz

Organic food draws the attention of both researchers and practitioners in recent years. Furthermore, since it contributes to sustainability, organic food consumption is also encouraged by governments. A significant part of the studies on organic food investigates the reasons to purchase organic food. Moreover, organic food literature mostly includes samples from abroad, where the organic food market is bigger and more mature. This study aims to investigate barriers to organic food purchasing in Turkey with the perspective of consumers, and also shed light on organic food brands’ marketing communication efforts with consumers’ insight on organic food. In line with this purpose, in depth interview which is a technique of qualitative research was used to collect the data. The results of the study show that the main barriers between organic food and consumers are lack of distribution; individual factors consisting of being busy and personality-related factors; lack of trust in distributors, producers and country of origin; price; perception of other people; being too natural; not being different from conventional alternatives. Information sources for organic food, the evocations of organic food to consumers, factors pointing that a product is organic, the consumers’ evaluations of the profiles of people who consume organic food are also investigated in order to provide marketing solutions related to the barriers. Based on the findings, effective practices are recommended in the framework of marketing communications.

Anahtar Kelimeler

• Organic Food,Marketing Communications,Qualitative Research,Consumer Behavior,Organic Food Consumption

Kaynakça

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