ÖĞÜNLERİNİ YANINDA TAŞIYAN KİŞİ İMAJI ÜZERİNE BİR ARAŞTIRMA: ÜNİVERSİTE ÖĞRENCİLERİ ARASINDA SAĞLIKLI BESLENME DAVRANIŞINI TUTUNDURMAK İÇİN ALTERNATİF BİR YOL

Tüketicilerin evde hazırladıkları öğünlerini tüm günlerini geçirdikleri okul, işyeri gibi ortamlara götürmeleri pek çok kültürde oldukça yaygın ve alışılmış bir davranıştır. Türk kültüründe ise yaygın ve alışılmış olmamasının yanısıra anektodsal kanıtlar, bu kişilere yönelik olumsuz bir algı olabildiğini, hatta okul gibi ortamlarda bu tüketicilerin zaman zaman dışlanma ve zorbalığa maruz kalabildiklerini göstermektedir. Bu araştırmada üniversite öğrencileriyle yapılan dört odak grup çalışmasıyla yanlarında evde hazırladıkları öğünleri getirmelerine yönelik engellerin neler olduğu ve bu davranışı gösteren kişiye yönelik algıları anlaşılmaya çalışılmıştır. Bulgulara göre, üniversite öğrencileri yanlarında öğünlerini getirmeleri konusunda, toplumun bu duruma alışık olmaması ve bu sebeple de çekinmelerini en büyük engel olarak göstermişlerdir. Bir diğer sıklıkla vurgulanan engelin ise getirdikleri öğünleri tüketmek için uygun ortamın bulunmaması olduğu görülmektedir. Yanında öğünlerini getiren kişinin kim olduğu konusundaysa en sıkça vurgulanan nokta fiziksel görünüşüne, sağlık ve güzelliğine önem veren kişiler olurken, bir diğer sıklıkla atı çizilen nokta ise ekonomik sıkıntılar olmuştur.

Anahtar Kelimeler:

Tüketici Davranışı, Evde Hazırlanmış Öğünler, Yemek Hazırlama, Odak Grup, Sağlıklı Beslenme, Dönüştürücü Tüketici Davranışı

TELL ME ABOUT THE IMAGE OF THE PERSON WHO CONSUMES HOME-PACKED MEALS: AN ALTERNATIVE WAY TO PROMOTE HEALTHY EATING AMONG UNIVERSITY STUDENTS

It is a common and usual behavior in a variety of cultures for consumers to bring their home-packed meals to the settings like school or workplace where they spend their entire day. Besides this behavior is not common and usual in Turkish culture, anecdotal evidence shows us that there could be a negative perception toward these consumers, and they could be excluded or bullied in settings like school because of this behavior. In this research, we conducted four focus groups with university students with an aim to understand the barriers in bringing their home-packed meals to school, and their perception toward the person who sticks to this practice. According to findings, university students mentioned their hesitation and shyness since the society is not accustomed to this practice and lack of a suitable place to consume their home-packed meals on the campus as the main barriers. Also, the most mentioned point about their perceived image of the people who bring home-packed meals was that they could be people who care about their physical appearance, beauty, and health. The second most mentioned point was that they could be people who have insufficient financial resources.

Keywords:

Consumer Behavior, Home-Packed Meal, Food Preparation, Focus-Group, Healthy Eating, Transformative Consumer Research,

PDF

___

Baines, E., and MacIntyre, H. (2019). Children’s social experiences with peers and friends during primary school mealtimes. Educational Review, 1-23.
Belk, R. W., Bahn, K. D., and Mayer, R. N. (1982). Developmental recognition of consumption symbolism. Journal of consumer research, 9(1), 4-17.
Bleich, S., Cutler, D., Murray, C., and Adams, A. (2007). Why is the developed world obese? National Bureau of Economic Research, Working Paper #12954.
Burgess, R., and Morrison, M., (1997). Ethnographies of eating in an urban primary school. In: A. Murcott, ed. The nation’s diet: the social science of food choice. London: Longman.
Chavda H., Haley M., and Dunn C. (2005). Adolescents’ influence on family decision-making. Young Consumers 2: 68–78.
Cutler, D. M., Glaeser, E. L., and Shapiro, J. M. (2003). Why have Americans become more obese? Journal of Economic Perspectives, 17(3): 93‐ 118.
Dittmar H, and Pepper L. (1994). To have is to be: materialism and person perception in working class and middle-class British adolescents. Journal of Economic Psychology, 15: 233–251.
Elliott R., and Wattanasuwan K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17(2): 131–144.
Elliott R. (1999). Symbolic meaning and post-modern consumer culture. In Rethinking Marketing, Brownlie D, Saran M, Wensley R, Whittinghan R (eds). Sage: London; 112–125.
firatsuyukanakiyor, (2019), EkşiSözlük, https://eksisozluk.com/ofise-evden-yemek-getiren-varos--6197385?p=21 , (Retrieved: May 19, 2020).
Gibbs, A. (1997), The role of moderator, Social Research Update, Iss. 19, http://sru.soc.surrey.ac.uk/SRU19.html, (Retrieved: May 19, 2020).
Gizli Üye1 (2019), Üniversiteye evden yemek götüren kız hakkında ne düşünürsünüz?, KızlarSoruyor, https://www.kizlarsoruyor.com/egitim-kariyer/q7205917-universiteye-evden-yemek-goturen-kiz-hakkinda-ne-dusunursunuz, (Retrieved: May 20, 2020).
Gizli Üye2 (2019), Üniversiteye evden yemek götürüyorum ekmek arası abes mi bu sizce:(?, KızlarSoruyor, https://www.kizlarsoruyor.com/spor/q960856-universiteye-evden-yemek-goturuyorum-ekmek-arasi, (Retrieved: May 20, 2020).
Ji, M. F. (2002). Children's relationships with brands:“True love” or “one‐night” stand?. Psychology & Marketing, 19(4), 369-387.
John, D. R. (1999). Consumer socialization of children: A retrospective look at twenty-five years of research. Journal of Consumer Research, 26(3), 183-213.
Karrebæk, M. S. (2012). “What's in Your Lunch Box Today?”: Health, Respectability, and Ethnicity in the Primary Classroom. Journal of Linguistic Anthropology, 22(1), 1-22.
Kumar, J., Adhikari, K., Li, Y., Lindshield, E., Muturi, N., and Kidd, T. (2016). Identifying barriers, perceptions and motivations related to healthy eating and physical activity among 6th to 8th grade, rural, limited-resource adolescents. Health Education, 116 (2), pp. 123-13.
Matwiejczyk, L., Field, L., Withall, E., and Scott, J. (2015). An online workplace healthy lunchbox challenge for adults. Journal of Nutrition Education and Behavior, 47(4), 399-401.
Metcalfe, A., Owen, J., Shipton, G., and Dryden, C. (2008). Inside and outside the school lunchbox: themes and reflections. Children's Geographies, 6(4), 403-412.
Mick, D. G. (2006). Meaning and mattering through transformative consumer research. Advances in Consumer Research, 33(1), 1-4.
Raulio, S., Roos, E., Ovaskainen, M. L., and Prättälä, R. (2009). Food use and nutrient intake at worksite canteen or in packed lunches at work among Finnish employees. Journal of Foodservice, 20(6), 330-341.
Roper, S., & La Niece, C. (2009). The importance of brands in the lunch‐box choices of low‐income British school children. Journal of Consumer Behaviour: an International Research Review, 8(2‐3), 84-99.
Şimşek, H., and Yıldırım, A. (2016). Sosyal bilimlerde nitel araştırma yöntemleri. Ankara: Seçkin Yayıncılık.
Stankevitz, K., Dement, J., Schoenfisch, A., Joyner, J., Clancy, S. M., Stroo, M., & Østbye, T. (2017). Perceived barriers to healthy eating and physical activity among participants in a workplace obesity intervention. Journal of Occupational and Environmental Medicine, 59(8), 746-751.
Strauss, A., Corbin, J. (1998), Basics of qualitative research: Grounded theorty procedures and techniques, Newbury Park, CA: Sage.
Tam bir canavar (2019), Ofise Evden Yemek Getiren Varoş, EkşiSözlük, https://eksisozluk.com/ofise-evden-yemek-getiren-varos--6197385, (Retrieved: May 20, 2020). Transformative Consumer Research, Mission, https://www.acrwebsite.org/web/tcr/about-us, (Retrieved: December 30, 2020).
U.S. Department of Health and Human Services and U.S. Department of Agriculture. 2015–2020 Dietary Guidelines for Americans. 8th Edition. December 2015. Available at http://health.gov/dietaryguidelines/2015/guidelines/.
Ward S. (1974). Consumer socialization. The Journal of Consumer Research, 1(2): 1–14.
World Health Organization (2018), Obesity and Overweight: Key Facts, https://www.who.int/en/news-room/fact-sheets/detail/obesity-and-overweight.
Yanında Yemek Taşımak (2015), EkşiSözlük, https://eksisozluk.com/yaninda-yemek-tasimak--4958436, (Retrieved: May 20, 2020).