Evaluation of Organic Food Quality in Turkey: Impact of Gender, Country of Origin and Store Category

This study investigated the effects of country of origin (Turkey, Germany, the Netherlands), gender (male, female) and store category (supermarket, discount store, specialty food store) on Turkish consumers’ perceived quality of organic cheese products. Data were collected online from 396 participants via convenience sampling. Results revealed significant main effects of COO and store category on the perceived cheese quality. The perceived quality of cheese in specialty stores were the highest, followed by supermarkets. Yet quality perception was not positive in discount stores. Thus, specialty food stores and supermarkets especially appeared to be optimal locations to sell organic foods in Turkey. Perceived quality rating scored the highest for the cheese originating in the Netherlands, followed by German and Turkish cheese. Female consumers showed positive attitudes toward cheese originating from Turkey, whereas male consumers rated the Turkish cheese as the lowest quality cheese across each store category. Based on these findings, the present study offered strategical implications for international and domestic cheese producers as well as retailers operating in Turkey.

Anahtar Kelimeler:

country of origin, organic food, store format, perceived quality, retailer, discount store, gender, specialty store

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