Tüketicilerin Organik Gıda Satın Alma Niyeti: Genç Tüketiciler ile Bir Araştırma

Amaç – Organik gıda tüketimi sürdürülebilir tüketim açısından önemli bir konudur. Ülkelerin sağlıklı nesiller yetiştirmek için tüketimini özendirmesi gereken gıdalardandır. Organik gıdalara yönelim ekonomik gelişmeyle birlikte artmaktadır. Bu artıştaki en önemli neden tüketicilerin sağlıklı olan gıdaya ulaşmak istekliliğidir. Çeşitli araştırmalarla da ortaya konulan sağlıklı ve çevreci gıdaya ulaşma istekliliği organik gıda tüketimine yönelik araştırmaların önemini de arttırmıştır. Bu çalışmanın amacı, sosyo-ekonomik yönden daha az gelişmiş bir bölgede yaşayan gençlerin organik gıda satın alma niyetlerinin çeşitli değişkenler yardımıyla ortaya konulmasıdır. Yöntem – Yüz yüze anket metodu ile ihtimalsiz örnekleme yöntemlerinden kolayda örnekleme yöntemi ile seçilen 392 genç tüketiciden veri toplanmıştır. Veriler amaca uygun istatistik programında güvenilirlik, frekans, çoklu doğrusal regresyon analizi ile test edilmiştir. Bulgular – Genç tüketicilerin organik gıda satın alma niyeti üzerinde davranışa yönelik tutum, öznel norm, ahlaki norm ve sağlık bilincinin anlamlı bir etkiye sahip olduğu tespit edilmiştir. Bunun yanı sıra algılanan davranışsal kontrolün ve çevresel endişenin ise genç tüketicilerin organik gıda satın alma niyeti üzerinde anlamlı bir etkisinin olmadığı belirlenmiştir. Ayrıca genç tüketicilerin organik gıdaya yönelik tutumları üzerinde, sağlık bilinci ve çevresel endişenin anlamlı bir etkiye sahip olduğu tespit edilmiştir. Tartışma – Sosyo-ekonomik açıdan daha az gelişmiş bir bölgede yaşayan genç tüketicilerin organik gıda satın alma niyetlerinin çeşitli değişkenler yardımıyla ortaya konulması amaçlanmıştır. Bu amaç doğrultusunda belirlenen değişkenlerden davranışa yönelik tutum, öznel norm, ahlaki norm ve sağlık bilincinin genç tüketicilerin organik gıda satın alma niyeti üzerinde, sağlık bilinci ve çevresel endişenin genç tüketicilerin organik gıdaya yönelik tutumları üzerinde anlamlı bir etkiye sahip olduğu belirlenmiştir. Bu etkinin sebebi yeşil çevre, doğal yaşam, sağlıklı beslenme temalı kavramlar olarak düşünülmektedir. Bu durum sürdürülebilir tüketim ekseninde organik gıda tüketimi kavramını ön plana çıkarmaktadır. Bu sebeple yapılacak uygulamalarla Türkiye’de sürdürülebilir tüketime yönelik farkındalık çalışmaları yapılarak alternatif üretim ve tüketim modelleri geliştirilebilir. Organik gıda tüketimi bu alternatif modellerden biri olarak düşünülebilir.

Consumers' Intention to Buy Organic Food: A Research with Young Consumers

Purpose – Organic food consumption is an important issue in terms of sustainable consumption. It is one of the foods that countries should encourage consumption to raise healthy generations. Orientation to organic foods increases with economic development. The most important reason for this increase is the willingness of consumers to reach healthy food. The willingness to reach healthy and green food, which has been put forward by various researches, has also increased the importance of research on organic food consumption. The aim of this study is to reveal the intentions of young people living in a less developed socio-economically region with the help of various variables. Design/methodology/approach – Data were collected from 392 young consumers who were selected by the sampling method, one of the unlikely sampling methods with the face-to-face survey method. The data were tested by reliability, frequency and multiple linear regression analysis in the statistical program suitable for the purpose. Findings – It has been determined that the attitude towards behavior, subjective norm, moral norm and health consciousness have a significant effect on young consumers' intention to purchase organic food. In addition, it was determined that perceived behavioral control and environmental concern did not have a significant effect on young consumers' intention to purchase organic food. Also on the young consumer attitudes towards organic food it has been identified as healthconscious and have a significant impact environmental concerns. Discussion – It is aimed to reveal the intentions of young consumers living in a socio-economically less developed region with the help of various variables. It has been determined that attitudes towards behavior, subjective norm, moral norm and health consciousness among the variables determined for this purpose have a significant effect on young consumers 'intention to buy organic food, health awareness and environmental concern on young consumers' attitudes towards organic food. This situation highlights the concept of organic food consumption in the sustainable consumption axis. For this reason, the application will be held in Turkey with sustainable consumption for improved awareness activities performed alternative models of production and consumption. Organic food consumption can be considered as one of these alternative models.

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