FACTORS AFFECTING CONSUMER ATTITUDE IN ORGANIC PRODUCTS AND THE TYPES OF PURCHASING: SAMPLE OF GÜMÜŞHANE PROVINCE

Yıl 2019, Cilt: 19 Sayı: 4, 933 - 956, 31.12.2019

İbrahim Avcı , Salih Yıldız

https://doi.org/10.11616/basbed.v19i51339.585301

Cited By: 1

Öz

The aim of this study is to examine the
effects of perceived quality, perceived value, extrinsic attributes, past
experience and lifestyles on attitude towards organic products and determine
whether attitude towards organic products has effect on actual buying behaviour
and repurchase intention.The survey form which was formed within the framework
of the research was applied face to face to 420 consumers living in Gümüşhane
province between 24 December 2018 and 7 January 2019. 432 questionnaires were
included in the analysis after the elimination of 12 incomplete and incorrectly
completed questionnaires. As a result of analysis it was found that while
lifestyle and extrinsic attributes have no significant effect on attitude
towards organic products, perceived quality, perceived value and past
experience have significant and positive effect.

Anahtar Kelimeler

Organic product, Perceived quality, Past experiences, Purchasing behaviour

ORGANİK ÜRÜNLERDE TÜKETİCİ TUTUMUNU ETKİLEYEN FAKTÖRLER VE SATIN ALMA TÜRLERİ: GÜMÜŞHANE İLİ ÖRNEĞİ

Öz

Bu araştırmanın amacı organik ürünlerin algılanan kalitesi, algılanan
değeri ve dışsal özellikleri ile tüketicilerin geçmiş deneyimleri ve yaşam
biçimlerinin organik ürünlere yönelik tutum üzerine etkisi ve organik ürünlere
yönelik tutumun gerçek satın alma davranışı ve tekrar satın alma niyeti
üzerinde etkisinin olup olmadığını belirlemektir. Araştırma çerçevesinde
oluşturulan anket formu 24 Aralık 2018 - 7 Ocak 2019 tarihleri aralığında
Gümüşhane ilinde yaşayan 420 tüketiciye yüzyüze uygulanmıştır. Eksik ve hatalı
doldurulan 12 anketin elenmesinden sonra 408 anket analize dahil edilmiştir.
Elde edilen veriler SPSS 21 ve AMOS 24 ile analiz edilmiştir. Analiz sonucunda
tüketicilerin yaşam biçimi ile organik ürünlerin dışsal özelliklerinin organik
ürünlere yönelik tutum üzerinde bir anlamlı etkisinin olmadığı, organik
ürünlerin algılanan kalitesi, algılanan değeri ve tüketicilerin geçmiş
deneyimlerinin organik ürünlere yönelik tutum üzerinde anlamlı ve olumlu etkisinin
olduğu belirlenmiştir.

Anahtar Kelimeler

Organik Ürün, Algılanan Kalite, Geçmiş Deneyimler, Tutum, Satın Alma Davranışı

Kaynakça

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