İnvestigation of Organic Food Consumption Behavior in The Context of S-O-R Theory: The Case of Antakya-Hatay

Yıl 2021, Sayı: 58, 177 - 196, 30.04.2021

Tülin Ural , Oğuz Oypan

https://doi.org/10.18070/erciyesiibd.755455

Cited By: 2

Öz

In recent years, the degradation of the natural environment and the misused of resources
have led to the conclusion that the environment must be protected. In this context, consumers have
started to attach more importance to organic farming practices and organic foods than ever before.
However, although organic farming practices have increased significantly, the rate of purchasing
organic foods by consumers is still low. In this study, the hypothesis that environmental image
creates environmental trust and satisfaction and this positively affects the environmental word-ofmouth intention is discussed based on organic foods. The first study of this hypothesis based on
organic foods constitutes the original value of this study. A field study was conducted on
households living in Antakya-Hatay to test the relationships in the conceptual model adapted by
Mehriban and Russell. By using a field sampling method, research data were collected with a faceto-face survey. Confirmatory factor analysis (CFA) and structural equation modeling were applied
in the analysis of the data. The findings show that the environmental image of organic foods
(stimuli) leads to positive effect on the environmental word-of-mouth intention for organic foods
(response), if it creates environmental trust on organic foods and environmental
satisfaction with organic foods (organism). 

Anahtar Kelimeler

Environmental image, Environmental trust, Environmental satisfaction, Environmental word-of-mouth intention, Organic foods

Teşekkür

The author acknowledges and is grateful to the students of master program in 2017-2018 term for their efforts in collecting data process.

Organik Gıda Tüketimi Davranışının S-O-R Teorisi Bağlamında İncelenmesi: Antakya-Hatay Örneği

Öz

Son yıllarda doğal çevrenin bozulması ve kaynakların kötüye kullanımı çevrenin
korunması gerektiği sonucunu doğurmuştur. Bu bağlamda tüketiciler, organik tarım uygulamalarına
ve organik gıdalara her zamankinden daha fazla önem vermeye başlamışlardır. Ancak organik
tarım uygulamaları önemli ölçüde artmış olsa da tüketicilerin organik gıda satın alma oranı halen
düşüktür. Bu çalışmada, çevreci imajın çevresel güven ve memnuniyet yarattığı ve bunun da
ağızdan ağıza iletişimi olumlu yönde etkilediği hipotezi organik gıdalar temel alınarak tartışılmıştır.
Bu hipotezin ilk kez organik gıdalara dayalı olarak incelenmesi, bu çalışmanın orijinal değerini
oluşturmaktadır. Mehriban ve Russell tarafından uyarlanan kavramsal modeldeki ilişkileri test
etmek için Antakya-Hatay'da yaşayan hane halkları üzerinde bir saha çalışması yapılmıştır. Veriler
anket yöntemi ile toplanmış ve alan örneklemesi yöntemi uygulanmıştır. Verilerin analizinde
doğrulayıcı faktör analizi (DFA) ve yapısal eşitlik modeli uygulanmıştır. Bulgular, organik gıdaların
çevresel imajının (uyarıcılar), tüketici (organizma) için organik gıdalara karşı çevresel güven ve
çevresel memnuniyet yaratması halinde organik gıdalar için çevresel ağızdan ağza iletişim niyetini
(tepkiyi) olumlu yönde etkilediğini göstermektedir

Anahtar Kelimeler

Çevreci İmaj, Çevresel Güven, Çevresel Tatmin, Çevresel Ağızdan Ağza İletişim Niyeti, Çevresel Ağızdan Ağza İletişim Niyeti,, Organik Gıdalar.

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