ORGANİK ÜRÜN SATINALMA NİYETİNE ETKİ EDEN FAKTÖRLERDE FİYAT ALGISININ DÜZENLEYİCİ ROLÜ

Organik ürün tüketimi gerek Türkiye gerekse Dünya pazarlarında günden güne büyüyen pazar büyüklüğü ile günümüz pazarlama dünyasının dikkatini çeken bir konu halini almıştır. Çoğu zaman tüketicisinin aklında “taze, doğal, katkısız ve yerel” gibi çağrışımlarla kalan organik ürünler, sadece ürün özellikleri ile değil aynı zamanda tüketicisi tarafından sosyal sorumluluk, sağlık bilinci ve yenilik arayışı nedeniyle de tüketilmektedir. Çalışmada organik ürün satınalma niyetine etki eden ilgili faktörler (sağlık bilinci, sosyal sorumluluk bilinci, yenilik arayışı) ortaya konmuş ve bu faktörlerle organik ürün satınalma niyeti arasındaki ilişkide fiyat algısının düzenleyici rolü incelenmiştir. Yapılan analiz sonucunda, tüketicilerin demografik özelliklerine göre organik ürün satınalma niyetinde istatistiki olarak bir farklılık söz konusu olmadığı görülürken, tüketicinin sağlık ve sosyal sorumluluk bilincinin organik ürün satınalma niyetine pozitif yönde bir etkisi olduğu ortaya çıkmıştır. Bu ilişkilerde fiyat algısının negatif yönlü bir düzenleyicilik etkisi olduğu görülmektedir. Bu durum organik ürün tüketicisinin satınalma öncülünün fiyat olmadığını, bir anlamda organik ürün tüketicisinin fiyat hassasiyeti düşük bir müşteri grubu olduğunu ortaya koymaktadır.

THE MODERATING ROLE OF PERCEIVED PRICE FAIRNESS ON THE FACTORS AFFECTING ORGANIC PRODUCT PURCHASE INTENTION

Consumption of organic products both in Turkey and globally has become an attractive issue of today's marketing world with the ever-growing market size. Organic products, which are often associated with “fresh, natural, additive-free and local” in the mind of the consumer, are consumed not only by the product characteristics but also by consumers’ social responsibility, health consciousness and quest for new tastes. In the study, factors that affect the intention of purchasing organic products (health consciousness, social responsibility awareness, and search for new tastes) were put forward and the moderating role of price perception in the relationship between these factors and the intention to purchase organic products was examined. At the end of the analysis, it is suggested that there is no statistically significant difference in the intention of purchasing organic products according to the demographic characteristics of consumers, while the consumer's health and social responsibility have a positive effect on purchase intention on organic products. It is observed that price perception has a negative moderating effect on those relations. Findings show that the organic product consumer’s priority is not the price in decision making and that they are consumers with lowprice sensivity.

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Business and Management Studies: An International Journal-Cover
  • ISSN: 2148-2586
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2013
  • Yayıncı: ACC Publishing