Yerel Olarak Üretilen Sadakat Yaratır Mı?: Kontrol Değişkeni Olarak Lokavor Tutumu Üzerine Bir Araştırma

Yıl 2017, Cilt: 10 Sayı: 3, 363 - 383, 25.10.2017

Güzide Öncü Eroğlu Pektaş Ahmet Durmaz Mehmet Yüksel

Öz

After locavore was chosen as “the
best word of the year” in 2007, its popularity increased gradually. Today great
number of locavores consciously prefer locally produced food for the benefit of
themselves and their community. Undoubtedly this conscious movement has its
consequences in marketing discipline. Accordingly, this paper is purposed to
examine the how locavore perceptions affect loyalty towards retailers that sell
locally produced food. In this context, a survey was applied to people residing
in Istanbul and Kocaeli districts to measure the robustness of these effects. Furthermore,
attitude towards locavore is used as a control variable to reveal to what
extend locavorism affects these proposed connections. According to results, for
participants with low attitude, Social
Responsibility and Health
Consciousness variables have significant effect on local retailer shopping loyalty. However, for participants with high attitude, all independent variables proved to
have substantial effect on local retailer shopping loyalty. As the first empirical study in Turkey on the
subject, this paper will provide important insight to academia and
practicioners due to today’s ever-increasing consciousness in green marketing. 

Anahtar Kelimeler

Locavore, Locally produced food, Health consciousness, Traceability, Price consciouness, Freshness&Taste

Does Locally Produced Food Create Loyalty?: An Investigation on Locavore Attitude As Control Variable

Öz

After locavore was chosen as “the
best word of the year” in 2007, its popularity increased gradually. Today great
number of locavores consciously prefer locally produced food for the benefit of
themselves and their community. Undoubtedly this conscious movement has its
consequences in marketing discipline. Accordingly, this paper is purposed to
examine the how locavore perceptions affect loyalty towards retailers that sell
locally produced food. In this context, a survey was applied to people residing
in Istanbul and Kocaeli districts to measure the robustness of these effects. Furthermore,
attitude towards locavore is used as a control variable to reveal to what
extend locavorism affects these proposed connections. According to results, for
participants with low attitude, Social
Responsibility and Health
Consciousness variables have significant effect on local retailer shopping loyalty. However, for participants with high attitude, all independent variables proved to
have substantial effect on local retailer shopping loyalty. As the first empirical study in Turkey on the
subject, this paper will provide important insight to academia and
practicioners due to today’s ever-increasing consciousness in green marketing. 

Anahtar Kelimeler

Locavore, Locally produced food, Health consciousness, Traceability, Price consciouness, Freshness&Taste

Kaynakça

• Bagozzi, R. & Yi, Y. (1988), On the Evaluation of Structural Equation Models, Journal of the Academy of Marketing Science, 16, pp.74-94.
• Becker, M. H., Maiman, L. A., Kirscht, J. P., Haefner, D. P., & Drachman, R. H. (1977) The Health Belief Model and Prediction of Dietary Compliance: A Field Experiment. Journal of Health and Social Behaviour, 18, pp.348-366.
• Chang, A., Tseng, C. H., & Chu, M. Y. (2013). Value Creation from a Food Traceability System Based on a Hierarchical Model of Consumer Personality Traits. British Food Journal, 115(9), 1361-1380.
• Choe, Y. C., Park, J., Chung, M., & Moon, J. (2009). Effect of the Food Traceability System for Building Trust: Price Premium and Buying Behavior. Information Systems Frontiers, 11(2), pp.167-179.
• Clark, M. A., & Wood, R. C. (1998). Consumer Loyalty in the Restaurant Industry-A Preliminary Exploration of the Issues. International Journal of Contemporary Hospitality Management, 10(4), pp.139-144.
• Conner, D. S., Montri, A. D., Montri, D. N., & Hamm, M. W. (2009). Consumer Demand for Local Produce at Extended Season Farmers' Markets: Guiding Farmer Marketing Strategies. Renewable Agriculture and Food Systems, 24(04), pp.251-259.
• Dovalienė, A., & Virvilaite, R. (2008). Customer Value and Its Contribution to the Longevity of Relationship with Service Provider: The Case of Theatre Industry. Engineering Economics, 1(56), pp.66-73.
• Drewnowski, A. (1997). Taste Preferences and Food Intake. Annual Review of Nutrition, 17(1), pp.237-253.
• Espejel, J., Fandos, C., & Flavian, C. (2008). Consumer Satisfaction: A Key Factor of Consumer Loyalty and Buying Intention of a PDO Food Product. British Food Journal, 110(9), pp.865-881.
• Feenstra, G. W. (1997). Local Food Systems and Sustainable Communities. American Journal of Alternative Agriculture, 12(01), 28-36.
• Feldmann, C., & Hamm, U. (2015). Consumers’ Perceptions and Preferences for Local Food: A Review. Food Quality and Preference, 40, pp.152-164.
• Fornell, C. & Larcker, D.F. (1981), Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research. 18(1), pp.9-50.
• Food Marketing Institute (1996). Trends in the United States: Consumer Attitudes and the Supermarket. Chicago: Food Marketing Inst.
• Frash Jr, R. E., DiPietro, R., & Smith, W. (2015). Pay more for McLocal? Examining Motivators for Willingness to Pay for Local Food in A Chain Restaurant Setting. Journal of Hospitality Marketing & Management, 24(4), pp.411-434.
• Gibson, E. L. (2006). Emotional Influences on Food Choice: Sensory, Physiological and Psychological Pathways. Physiology & Behavior, 89(1), pp.53-61.
• Giovannucci, Daniele, Elizabeth Barham, Rich Pirog. 2009. Defining and Marketing ‘Local’ Foods: Geographical Indications for U.S. Products. Journal of World Intellectual Property special issue on GIs.
• Gould, S. J. (1988). Consumer Attitudes Toward Health and Health Care: A Differential Perspective. Journal of Consumer Affairs, 22(1), pp.96-118.
• Grant, J. (2007). Green Marketing Manifesto, John Wiley & Sons Ltd, England.
• Grewal, D., Iyer, G. R., Krishnan, R., & Sharma, A. (2003). The Internet and the Price–Value–Loyalty Chain. Journal of Business Research, 56(5), pp.391-398. Haenfler, R., Johnson, B., & Jones, E. (2012). Lifestyle Movements: Exploring the Intersection of Lifestyle and Social Movements. Social Movement Studies, 11(1), pp.1-20.
• Hair, J.F., Black, W.C., Babin, B.J. & Anderson, R. E. (2010), Multivariate Data Analysis. 7th Edition. Pearson Education. New Jersey.
• Hamari, J., & Koivisto, J. (2013). Social Motivations to Use Gamification: An Empirical Study of Gamifying Exercise. In Proceedings of the 21st European Conference on Information Systems, Utrecht, Netherlands.
• Harman, H. H. (1976). Modern Factor Analysis. Chicago, IL: University of Chicago Press.
• Hobbs, J.E., Bailey, B.V., Dickinson, D.L. and Haghiri, M. (2005), “Traceability in the Canadian Red Meat Sector: Do Consumers Care?”, Canadian Journal of Agricultural Economics, 53(1), pp. 47-65.
• Hozier, G. C., & Stem, D. E. (1985). General retail patronage Loyalty as a Determinant of Consumer Outshopping Behavior. Journal of the Academy of Marketing Science, 13(1-2), pp.32-46.
• Huber, F., Herrmann, A. and Wricke, M. (2001), Customer Satisfaction as an Antecedent of Price Acceptance: Results of an Empirical Study, Journal of Product & Brand Management, 10(3), pp. 160-169.
• Jones, D.: 1997, Good Work, Good Business, USA Today, April, 25, 1B.
• Kalaycı, Ş. (2014). SPSS Uygulamalı Çok Değişkenli Istatistik Teknikleri, 6. Baskı, Asil Yayın Dağıtım, Ankara.
• Kearney, M., Kearney, J. M., Dunne, A., & Gibney, M. J. (2000). Sociodemographic Determinants of Perceived Influences on Food Choice in a Nationally Representative Sample of Irish Adults. Public Health Nutrition, 3(02), pp.219-226.
• Krystallis, A., & Chrysochou, P. (2011). Health Claims as Communication Tools that Enhance Brand Loyalty: The Case of Low-Fat Claims within the Dairy Food Category. Journal of Marketing Communications, 17(3), pp.213-228.
• Lages, L. F., Jap, S. D., & Griffith, D. A. (2008), The Role of Past Performance in Export Ventures: A Short-Term Reactive Approach, Journal of International Business Studies, 39(2), pp.304–325.
• Lee, S. A., & Jeong, M. (2014), Enhancing Online Brand Experiences: An Application of Congruity Theory. International Journal of Hospitality Management, 40, 49-58.
• Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993). Price Perceptions and Consumer Shopping Behavior: A Field Study. Journal of Marketing Research, pp.234-245.
• Macias, T. (2008). Working Toward a Just, Equitable, and Local Food System: The Social İmpact of Community‐Based Agriculture. Social Science Quarterly, 89(5), pp.1086-1101.
• Maignan, I. and O. C. Ferrell: 2001, ‘Corporate Citizen as a Marketing Instrument – Concepts, Evidence and Research Directions’, European Journal of Marketing 35(3/4), pp. 457-484.
• Malhotra, N. K., Kim, S. S., & Patil, A. (2006), Common Method Variance in IS Research: A Comparison of Alternative Approaches and A Reanalysis of Past Research. Management Science, 52(12), pp.1865-1883.
• Marin, L., Ruiz, S., & Rubio, A. (2009). The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior. Journal of Business Ethics, 84(1), 65-78.
• Menachemi, N. (2011), Assessing Response Bias in a Web Survey at a University Faculty. Evaluation & Research in Education. 24(1), 5-15.
• Michaelidou, N., & Hassan, L. M. (2008). The Role of Health Consciousness, Food Safety Concern and Ethical Identity on Attitudes and Intentions Towards Organic Food. International Journal of Consumer Studies, 32(2), pp.163-170.
• Nakip, Mahir (2003) Pazarlama Araştırmaları, 1. Baskı, Ankara, Seçkin Yayıncılık.
• Podsakoff, P.M. & Organ, D.W., (1986), Self-Reports in Organizational Research: Problems and Prospects. Journal of management, 12(4), pp.531-544.
• Podsakoff, P. M., Mackenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003), Common Method Biases in Behavioral Research: A Critical Review of The Literature and Recommended Remedies. Journal of Applied Psychology, 88(5), pp.879-903.
• Quinn, M. (2013). Locally Grown/Locally Raised. In Encyclopedia of Corporate Social Responsibility (pp. 1598-1602). Springer Berlin Heidelberg.
• Rainbolt, G., Onozaka, Y., & McFadden, D. T. (2012). Consumer Motivations and Buying Behavior: The Case of the Local Food System Movement. Journal of Food Products Marketing, 18(5), pp.385-396.
• Salmones ,M.G., Crespo, A. H., & Del Bosque, I. R. (2005). Influence of Corporate Social Responsibility on Loyalty and Valuation of Services. Journal of Business Ethics, 61(4), pp.369-385.
• Schifferstein, H. N. J., & Oude Ophuis P. A. M. (1998). Health-Related Determinants of Organic Food Consumption in the Netherlands. Food Quality and Preference, 9 (3), pp.119-133.
• Sipahi B., Yurtkoru E. S. Ve Çinko M. (2006) Sosyal Bilimlerde SPSS’le Veri Analizi, İstanbul: Beta Yayınları.
• Spielmann, N., & Bernelin, M. (2015). Locavores: Where You Buy Defines Who You Are. International Journal of Retail & Distribution Management, 43(7), pp.617-633.
• Stanton, J. L., Wiley, J. B., & Wirth, F. F. (2012). Who are the Locavores?. Journal of Consumer Marketing, 29(4), pp.248-261.
• Story, M., Kaphingst, K. M., Robinson-O'Brien, R., & Glanz, K. (2008). Creating Healthy Food and Eating Environments: Policy and Environmental Approaches. Annu. Rev. Public Health, 29, pp.253-272.
• Thomas, L.N. and Mcintosh, W.A. (2013), “It Just Tastes Better When It’s in Season’: Understanding Why Locavores Eat Close to Home”, Journal of Hunger & Environmental Nutrition, 8(1), pp. 61-72.
• Verbeke, W. and Ward, R.W. (2006), Consumer Interest in Information Cues Denoting Quality, Traceability and Origin: An Application of Ordered Probit Models to Beef Labels, Food Quality and Preference, 17(6), pp. 453-67
• Virvilaite, R., Saladiene, V., & Skindaras, D. (2009). The Relationship Between Price and Loyalty in Services Industry. Engineering Economics, 63(4), pp.96-104.
• Voss, G., Parasuraman, A., & Grewal, D. (1998). The Role of Price and Quality Perceptions in Prepurchase and Postpurchase Evaluation of Services. Journal of Marketing, 62(4), pp.46-61.
• Weisberg, S. (2005). Applied Linear Regression, Third Edition, Minnesota, John Wiley & Sons.
• Who, J., & Consultation, F. E. (2003). Diet, Nutrition and the Prevention of Chronic Diseases. World Health Organ Tech Rep Ser, 916.
• Yeon K.H., & Chung, J. E. (2011). Consumer Purchase Intention for Organic Personal Care Products. Journal of Consumer Marketing, 28(1), pp.40-47.