Genç tüketicilerin sürdürülebilir gıda tüketimi davranışının güven ve değerlere dayanan planlı davranış teorisi kapsamında tartışılması

Bu çalışmanın temel amacı, genç tüketicilerin sürdürülebilir gıdaürünlerini satın alma niyetini açıklamada, tutumların, algılanan tüketicietkinliğinin, algılanan elde edilebilirliğin ve sosyal normların etkisini ortayakoymaktır. Çalışmanın bir diğer bir amacı da davranışsal niyet oluşum sürecindegüven ve insani değerler gibi bireysel özelliklerin etkisini araştırmaktır.Belirlenen bu amaçlar doğrultusunda, 319 genç tüketiciye anketuygulanmıştır. Anket sonucu elde edilen veriler istatistiksel analizlere tabitutulmuştur. Yapılan analizlerde tüketici tutumunun, sosyal normların, algılanantüketici etkililiğinin ve algılanan elde edilebilirliğin davranışsal niyet üzerindekietkisine bakılmıştır. Yapılan istatistiksel analizler sonucu, tutum, sosyal norm vealgılanan tüketici etkinliği ile niyet bağımlı değişkeni arasında pozitif yönde veanlamlı düzeyde korelasyon olduğu, bunun yanı sıra elde edilebilirlik değişkeniile niyet değişkeni arasındaki korelasyonun pozitif olmakla birlikte istatistikselolarak anlamlı olmadığı bulunmuştur. Ayrıca güven düzeyi ne olursa olsunsürdürülebilir ürünleri satın alma niyetinin önemli göstergesinin tutum olduğusaptanmıştır.

The Debate on sustainable food consumption behaviour of young consumers within the framework of the planned behaviour theory based on confidence and values

The main objective of this study is to reveal the effects of attitudes,perceived consumer effectiveness and availability as well as those of the socialnorms in explaining the buying intentions of the young consumers over thesustainable food products. Another purpose of the study, on the other hand, is toresearch the effects of the individual characteristics like confidence andhumanitarian values.A questionnaire has been conducted with 319 young consumers to workout the projected goals. The statistical analyses have been processed over theobtained data. The effects of consumer behaviors, social norms, perceivedconsumer effectiveness and availability over the behavioral intentions have beenanalyzed on the study. As a result of the implemented statistical analyses itseems to be a positive and meaningful correlation between behavior, socialnorm, perceived consumer effectiveness and availability variation. The positivecorrelation between availability and intention variations is not meaningful fromthe statistical point of view, though. Behavior also seems to be an importantindicator of buying sustainable products regardless their confidence level.

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