National Goods as National Property? Exploring Consumer Willingness to Pay for Local Products

Year 2023, Issue: 10, 1 - 10, 30.12.2023

Dilşad Güzel , Tayfun Ergen , Gülşah Korkmaz

https://doi.org/10.58618/igdiriibf.1281974

Abstract

This research comprehensively investigates the factors influencing consumers' willingness to pay for local food products. The study particularly addresses critical variables such as price consciousness, product involvement, and price/quality inference, assessing their impact on the demand for local foods. A survey conducted in the province of Erzurum involved 410 participants, posing detailed questions about the effects of these variables on the selection of local foods. The results reveal that not only price consciousness and price/quality inference but also product involvement play a significant role in consumers' willingness to pay for local foods. These findings should be considered in devising strategies for local food marketing and in designing informational campaigns for consumers. Moreover, the research considers the impact of local products' environmental effects and eco-friendly production practices on consumer preferences. Consequently, the study recommends enhancing consumers' willingness to pay for local products by providing sufficient information about these products and increasing the production of environmentally friendly goods. This approach not only supports local economies but also encourages sustainable consumption practices, highlighting the significance of consumer education and awareness in promoting local and sustainable food choices.

Keywords

price consciousness, product involvement, price quality inference, willingness to pay

Yerli Malı Yurdun Malı Mı? Tüketicilerin Yerel Ürünlere Ödeme Yapma İstekliliği Üzerine Bir Araştırma

Abstract

Bu araştırma, yerel gıda ürünlerine yönelik tüketicilerin ödeme yapma istekliliğini etkileyen faktörleri kapsamlı bir şekilde incelemektedir. Çalışma, özellikle fiyat bilinci, ürün ilgilenimi ve fiyat/kalite çıkarımı gibi kritik değişkenleri ele almakta ve bu faktörlerin yerel gıdalara olan talep üzerindeki etkilerini değerlendirmektedir. Erzurum ilinde gerçekleştirilen anket çalışması, 410 katılımcı ile yürütülmüş olup, katılımcılara yerel gıdaların seçiminde bu değişkenlerin etkilerini sorgulayan detaylı sorular yöneltilmiştir. Araştırma sonuçları, fiyat bilinci ve fiyat/kalite çıkarımının yanı sıra ürün ilgileniminin de tüketicilerin yerel gıdalara yönelik ödeme istekliliğinde önemli bir rol oynadığını göstermektedir. Bu bulgular, yerel gıda pazarlamasının stratejilerini belirlerken ve tüketicilere yönelik bilgilendirme kampanyalarını tasarlarken dikkate alınmalıdır. Ayrıca, çalışma, yerel ürünlerin çevreye olan etkilerinin ve çevre dostu üretim pratiklerinin tüketici tercihlerine etkisini de göz önünde bulundurmuştur. Sonuç olarak, tüketicilere yerel ürünler hakkında yeterli bilgi sağlanması ve çevreye zarar vermeyen ürünlerin üretiminin artırılması yoluyla tüketicilerin yerel ürünlere yönelik ödeme istekliliğinin artırılması önerilmektedir. Bu yaklaşım, yerel ekonomilere destek olmanın yanı sıra sürdürülebilir tüketim pratiklerini teşvik etmektedir.

Keywords

fiyat bilinci, ürün ilgilenimi, fiyat kalite çıkarımı, ödeme istekliliği

References

• Alpar, R. (2013). Uygulamalı Çok Değişkenli İstatistiksel Yöntemler. Detay Yayıncılık.
• Cameron, T. A. ve James, M. D. (1987). Estimating willingness to pay from survey data: an alternative pre-test-market evaluation procedure. Journal of Marketing Research, 24(4), 389-395.
• Campbell, J., DiPietro, R. B. ve Remar, D. (2014). Local foods in a university setting: Price consciousness, product involvement, price/quality inference and consumer's willingness-to-pay. International Journal of Hospitality Management, 42, 39-49.
• Carpio, C. ve Isengildina-Massa, O. (2009). Consumer willingness to pay locally grown products: the case of South Carolina. Agribusiness 25(3), 412-426.
• Connors, M., Bisogni, C.A., Sobal, J., Devine, C.M. (2001). Managing values in personal food systems. Appetite, 36, 189–200.
• Crane, A. (2001). Unpacking the ethical product. Journal of Business Ethics, 30(4), 361- 373.
• Darby, K., Batte, M., Ernst, S. ve Roe, B. (2008). Local decomposition: a combined analysis consists of locally produced foods. NS. J. Agric. Econ., 90(2), 476-486.
• Delind, L. (2006). About bodies, place and culture: repositioning local foods. J. Agric. Environment Ethics, 19, 121-146.
• Dickson, P. R., Sawyer, A. G. (1990). The price knowledge and search of supermarket shoppers. Journal of Marketing, 54(3), 42-53.
• Gabor, A. ve Granger, C. (1979). Pricing of New Products. Management Decision, 17(8), 576-589.
• Gibson, E. L. (2006). Emotional influences on food choice: sensory, physiological and psychological pathways. Physiology and Behavior, 89(1), 53–61.
• Hansen, H. (2013). Price Awareness and Purchasing Intentions for New Food Products: The Regulatory Effect of Product Category Information When the Price is Unknown. Journal of Food Products Marketing, 19(4), 237-246.
• Homburg, C., Koschate, N. ve Hoyer, W. D. (2005). Do Satisfied Customers Really Pay More? A Study of the Relationship between Customer Satisfaction and Willingness to Pay. Journal of Marketing, 69(2), 84-96.
• Hu, W., Batte, M., Woods, T. ve Ernst, S. (2013). What is local and for what foods does it matter? Agricultural Economics, 59(10), 454-466. DOI: 10.17221/29/2013-AGRICECON
• Johansson, J. K. ve Erickson, G. (1985). Price‐quality relationship and trade barriers. International Marketing Review, 2(3), 52-63.
• Krishna A. (1991). Effect of dealing patterns on consumer perceptions of deal frequency and willingness to Pay. Journal of Marketing Research, 28(4), 441-451.
• Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349-356.
• Lewin, K. (1951). Field theory in social science: Selected theoretical papers. Oxford. Lichtenstein, D. R., Bloch, P. H. ve Black, W. C. (1988). Correlates of price acceptability. Journal of Consumer Research, 15(2), 243-252.
• Lichtenstein, D. R., Ridgway, N. M. ve Netermeyer, R. G. (1993). Price perception and consumer shopping behavior: a field study. Journal of Marketing Research, 30(2), 234-245.
• Lindeman, M. ve Stark, K. (1999). Pleasure, pursuit of health or negotiation of identity? Personality correlates of food choice motives among young and middle-aged women. Appetite, 33(1), 141-161.
• Loureiro, S. M. C., Koo, D. M. ve Ribeiro, L. (2013). Effects of atmospherics on emotions and intention with respect to involvement in different shopping environments. Journal of Global Scholars of Marketing Science, 23(4), 435-459.
• Martinez, S., Hand, M., Da Pra, M., Pollack, S., Ralston, K. ve Smith, T. (2010). Local food systems: Concepts, implications and problems. United States Department of Agriculture, Economic Research Service, Economic Research Report 97.
• Nurse, G., Onozaka, Y. ve Thilmany, D. (2012). Consumer motivations and buying behavior: The case of the local food system movement. Journal of Food Products Marketing, 18(5), 385-396.
• Pirog, R. ve McCann, N. (2009). Is local food more expensive? Price perspective on local and non-local food purchased in a consumer Lowa. Leopold Center for Sustainable Agriculture, Lowa State University.
• Rappoport, M., Peters, G.R., Downey, R., McCann, T. ve Huff-Corzine, L. (1993). Gender and age difference in food cognition. Appetite, 20(1), 33-52.
• Rossanty, Y. ve Putra Nasution, M. D. T. (2018). Information Search And Intentions To Purchase: The Role Of Country Of Origin Image, Product Knowledge, And Product Involvement. Journal of Theoretical & Applied Information Technology, 96(10), 3075-3085.
• Sanjur, D. (1982). Social and cultural perspectives in nutrition. Prentice-Hall, Englewood Cliffs.
• Shirai, M. (2015). Impact of “high quality, low price” appeal on consumer evaluations. Journal of Promotion Management, 21(6), 776-797.
• Tsiotsou, R. (2005). Perceived quality levels and their relation to involvement, satisfaction, and purchase intentions. Marketing Bulletin, 16(4), 1-10.
• Wägeli, S. ve Hamm, U. (2013). Consumers’ Perception of feed origin in organic food products declared as local. Proceedings of the 6th international european forum on system dynamics and innovation in food networks içinde, Igls, Austria, 13–17.
• Wandel, M. (1994). Consumer concern about food-related health risks. British Food Journal, 96(7), 35-40.
• Wawrzyniak, J., Jader, K., Schade, G. ve Leitow, D. (2005). Consumers’ attitudes and behaviour in relation to regional products- results of empirical research in Germany and Poland. Ekonomica, 4, 145-161.
• Wilkins, J.L., Bowdish, E. ve Sobal, J., (2000). University student perceptions of seasonal and local foods. Journal of Nutrition Education, 32(5), 261-268.
• Worsley, A., Coonan, W. ve Baghurst, P.A. (1983). Nice, good food and us: a study of children’s food beliefs. Journal of Food and Nutrition, 40, 35-41.
• Vanhonacker, F., Lengard, V., Hersleth, M. ve Verbeke, W., (2010). Profiling European traditional food consumers. British Food Journal, 112(8), 871-886.
• Yaraş, E. (2008). Tüketicilerin fiyat algılamalarına yönelik bir araştırma. Sosyal Ekonomik Araştırmalar Dergisi, 8(15), 281-300.
• Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
• Zepeda, L. ve Leviten-Reid, C. (2004). Consumers’ views on local food. Journal of Food Distribution Research, 35(3), 1-6.