GENÇ TÜKETİCİLERİN SÜRDÜRÜLEBİLİR GIDA TÜKETİMİ DAVRANIŞININ GÜVEN VE DEĞERLERE DAYANAN PLANLI DAVRANIŞ TEORİSİ KAPSAMINDA TARTIŞILMASI

Bu çalışmanın temel amacı, genç tüketicilerin sürdürülebilir gıda ürünlerini satın alma niyetini açıklamada, tutumların, algılanan tüketici etkinliğinin, algılanan elde edilebilirliğin ve sosyal normların etkisini ortaya koymaktır. Çalışmanın bir diğer bir amacı da davranışsal niyet oluşum sürecinde güven ve insani değerler gibi bireysel özelliklerin etkisini araştırmaktır.Belirlenen bu amaçlar doğrultusunda, 319 genç tüketiciye anket uygulanmıştır. Anket sonucu elde edilen veriler istatistiksel analizlere tabi tutulmuştur. Yapılan analizlerde tüketici tutumunun, sosyal normların, algılanan tüketici etkililiğinin ve algılanan elde edilebilirliğin davranışsal niyet üzerindeki etkisine bakılmıştır. Yapılan istatistiksel analizler sonucu, tutum, sosyal norm ve algılanan tüketici etkinliği ile niyet bağımlı değişkeni arasında pozitif yönde ve anlamlı düzeyde korelasyon olduğu, bunun yanı sıra elde edilebilirlik değişkeni ile niyet değişkeni arasındaki korelasyonun pozitif olmakla birlikte istatistiksel olarak anlamlı olmadığı bulunmuştur. Ayrıca güven düzeyi ne olursa olsun sürdürülebilir ürünleri satın alma niyetinin önemli göstergesinin tutum olduğu saptanmıştır.

Anahtar Kelimeler:

Sürdürülebilirlik, tutum, niyet, güven, değerler

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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 social norms in explaining the buying intentions of the young consumers over the sustainable food products. Another purpose of the study, on the other hand, is to research the effects of the individual characteristics like confidence and humanitarian values

Keywords:

Sustainability, attitude, intention, confidence, values,

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