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

Yıl 2023, , 1 - 10, 30.12.2023

Dilşad Güzel , Tayfun Ergen , Gülşah Korkmaz

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

Öz

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.

Anahtar Kelimeler

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

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

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