TÜKETİM DEĞERİNİN TÜKETİCİ İLGİNLİĞİ MODERATÖRLÜĞÜNDE ORGANİK GIDA SATINALMA TUTUMUNA ETKİSİNİN İNCELENEMESİ

Son yıllarda, tüm dünyada olduğu gibi Türkiye'de de organik gıdaya olan ilgi artmıştır. Bu çalışmada, ilginlik değeri teorisi çerçevesinde, Türkiye'de organik gıda satın alma niyetinin hangi faktörler tarafından etkilendiği, ilginlik faktörü aracılığı ile anlaşılmaya çalışılmıştır. Bu çalışmanın bulguları, organik gıda satın alma niyetinde, fonksiyonel değer (kalite + fiyat) ve duygusal değer arasında pozitif yönde doğrudan anlamlı bir ilişki olduğunu, sosyal değer ile organik gıda satın alma niyeti arasında negatif doğrudan bir ilişki olduğunu göstermiştir. İlginlik, işlevsel değer-fiyat ile satın alma niyeti arasındaki ilişkiye tam aracılık ederken, duygusal değer ile satın alma niyeti arasındaki ilişkiye kısmen aracılık etmektedir. Son olarak, ilginlik organik gıda satın alma niyetini pozitif yönde etkilemektedir.

Anahtar Kelimeler:

Organik gıda, tüketim değeri teorisi, ilginlik, satın alma niyeti

THE EFFECT OF CONSUMPTION VALUE ON ORGANIC FOOD PURCHASE INTENTION WITH THE MEDIATING ROLE OF CONSUMER INVOLVEMENT

Throughout the past years, worldwide interest in organic food has increased, as well as in Turkey. This study is done in Turkey to understand what affects the organic food purchase intention in terms of consumption values theory with the mediation of involvement. The findings of this study showed that there is a positive direct significant relationship between functional value (quality + price), and emotional value with the organic food purchase intention, there is a negative direct relationship between social value and organic food purchase intention. Involvement fully mediates the relationship between functional value-price and purchase intention, whereas it partially mediates the relationship between emotional value and purchase intention. Involvement positively affects the organic food purchase intention.

Keywords:

Organic food, consumption value theory, involvement, purchase intention,

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