HELAL SERTİFİKALI GIDA TÜKETİMİ İÇİN BİREYLERİN DAHA YÜKSEK FİYAT ÖDEME İSTEKLİLİĞİNDE DİNİ BAĞLILIĞIN DÜZENLEYİCİLİK ROLÜ

Yıl 2024, Cilt: 14 Sayı: 2, 384 - 420, 30.06.2024

İbrahim Yemez , Tuğba Delice Akca

https://doi.org/10.18074/ckuiibfd.1361572

Öz

Helal sertifika özellikle İslam dinine tabii olan bireyler için mal ve hizmet satın alırken dikkat ettikleri, önem verdikleri ve satın alma karar süreçlerinde etkili olan bir unsurdur. Bununla beraber helal sertifikalı ürünlerin diğer ürünlere göre fiyatlarının da farklı olduğu bilinmektedir. Bu bağlamda bu çalışmada tüketicilerin helal sertifikalı gıda tüketimi için daha yüksek fiyat ödeme istekliliğinde dini bağlılığın düzenleyicilik rolünün olup olmadığı incelenmek istenmiştir. 5-30 Nisan 2021 tarihlerinde çevrimiçi örnekleme metoduyla 18 yaşından büyük 506 tüketiciden veriler toplanmıştır. Elde edilen verilere ilk olarak Faktör Analizi uygulanmıştır. Bu analizle kullanılan ölçeğin uyum ve ayrışma geçerliliği ile iç tutarlılığı ortaya konmuş ve ölçeğin geçerli ve güvenilir olduğu görülmüştür. Daha sonra araştırma modeli YEM altında düzenleyicilik analizine tabi tutulmuştur. Analiz sonucunda depolama ve taşıma faktörü ile helal logo faktörünün yüksek fiyat ödeme istekliliği üzerindeki etkisinde dini bağlılığın düzenleyicilik rolü olduğu görülmüştür. Ancak kesim şekli, menşei ülke, fiyat bilinci ve gıda kalitesi faktörlerinin yüksek fiyat ödeme istekliliği üzerindeki etkisinde dini bağlılığın düzenleyicilik rolü olmadığı bulunmuştur.

Anahtar Kelimeler

Helal Sertifika, Helal Logo, Dini Bağlılık, Düzenleyicilik Analizi, SMARTPLS

Kaynakça

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