L. Chung HUANG, J. Wojciech FLORKOWSKI, Mehmet BOZOGLU, Bakiye TOPUZ KILIC

Consumers' purchase intention toward safety labeled dairy products in the black sea region of Turkey

Türkiyede üretilen sütün yaklaşık yarısı açık pazarlarda veya sokak satıcıları tarafından sağlıklı olmayan koşullardasatılmakta ve tüketiciler gıda güvenirliği olmayan süt ürünlerini tüketmelerinden dolayı potansiyel olarak yüksek bir risk ile karşı karşıya kalmaktadırlar. Bu araştırmada, tüketicilerin gıda güvenirliğine yönelik davranışları ve farkındalıklarıile gıda güvenirliği etiketli süt ürünlerine yönelik potansiyel satın alma niyetlerinin ortaya konulması amaçlanmıştır.Araştırmanın verileri, Samsun ve Trabzon illeri kent merkezlerindeki hanehalklarından basit tesadüf örneklemeyöntemine göre seçilen 423 hanehalkı temsilcisiyle yapılan anketlerden elde edilmiştir. Tüketicilerin gıda güvenirliğietiketli süt ürünlerini satın alma kararlarına etkili faktörlerin tahmini ve pazar potansiyeli, sıralı probit modeliylebelirlenmiştir. Araştırma sonuçlarına göre, tüketicilerin büyük çoğunluğunun gıda güvenirliği standartlarındanhaberdar olmadıkları ve güvenirliği olmayan süt ürünlerini genellikle çiftçi veya açık pazarlardan temin ettikleri ortayakonulmuştur. Kurulan modelde ele alınan faktörlerden; gıda güvenirliği özelliği, olumsuz deneyim, gıda güvenirliğigüvencesinin aranması, gıda güvenirliği standardından haberdar olma ile uygulanmasından duyulan memnuniyet, eğitimve hanehalkı gelir düzeyi faktörlerinin güvenilir etiketli süt ürünleri satın alma niyetini istatistiki olarak olumlu yöndeetkilediği, gıda zehirlenme riskinin ise olumsuz yönde etkilediği tespit edilmiştir.

Karadeniz Bölgesi ndeki tüketicilerin güvenilir etiketli süt ürünlerini satın alma niyetleri

About half of raw milk production in Turkey is sold under unsanitary conditions in open-air markets or by street vendorswithout following appropriate food safety standards and the consumers face a very high risk of consuming potentiallyunsafe dairy products. This research aims to assess consumers awareness and attitudes about food safety, and to assessthe market potential of certifed labeled dairy products by determining consumers purchase intention toward suchproducts. The data was collected from a survey of 423 urban households by using the method of simple random samplingin Trabzon and Samsun provinces. In order to assess the market potential of certifed labeled dairy products, an orderedprobit model was specifed and estimated to determine factors that may affect respondents purchase decision. The studyreveals that a vast majority of the respondents was not aware of food safety standards and they often purchased unsafedairy products from farmers or open-air markets. The estimated model results show that factors such as food safetyattribute, food poisoning experience, looking for food safety assurance, having information about food safety standards,college education and income have signifcant positive effects on consumers purchase intention toward safety labeleddairy products, while concern for food poisoning has a signifcant negative effect.

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