Türkiye'deki organik ürünlerin marka sadakatinin kuşaklararası satın alma niyetine etkisi
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Konvansiyonel tarımda kullanılan pestisitler ve diğer kimyasallar nedeniyle toprağa ve su kaynaklarına verdiği zarar kanıtlanmıştır. 2000'li yıllarda yüksek tüketici talebi sonucunda olarak ortaya çıkan tüketim kalıplarının yarattığı kontrolsüz üretim, doğal kaynaklarda büyük bir tahribata yol açmıştır. Bu tahribatı yaratan anarşik üretim modelinin kayıplara sebep verdiğinin anlaşılması, organik ürünleri önemini artırmıştır. Son yıllarda beslenme alışkanlıkları gözden geçirilmiş ve organik tarıma ilgi artmıştır. Sağlıklı beslenme ve kimyasal içermeyen ürünlerin kullanımı insan sağlığına zarar vermeyen bir yaşam demektir. Bu farkındalıkla birlikte zaman içerisinde organik ürün markalarının tüketiminde artış olmuştur. Tüketiciler, organik ürünleri sağlığı geliştirici olarak algılamakta ve bunları sağlıklı bir yaşam tarzı ile ilişkilendirmektedir. Türkiye'de iç pazara yönelik üretim ve tüketimin çok sınırlı olması nedeniyle birçok tüketici organik ürünlerin yanlış anlaşıldığına inanmaktadır. Tüketici tercihleri iç pazarı geliştirmek açısından önemlidir. Tüketicilerin düzenli olarak alışveriş yapmayı tercih ettiği süpermarketler aracılığıyla organik ürünler satmanın, tüketicilerin bu ürünlerle karşılaşma şansını artırdığına inanılmaktadır. Organik ürünlerde güven oluşturmak için sistemin en önemli unsuru olan belgelendirme ve denetim konusunda tüketicilere doğru bilgiler vermek çok önemlidir. Türkiye'de de dünyada genelinde olduğu gibi organik markalara olan ilgi artmaktadır. Markaların ürün çeşitliliği, kolay ulaşılabilirliği ve fiyat rekabeti pazardaki gücünü artıracaktır. Organik markaların yaygınlaşması, gelecek nesillerin sağlığı ve yaşam tarzı için önemli bir süreçtir. Bu makalenin amacı, Türk organik markalarının tüketicilere ve farklı nesillerin satın alma niyetlerine olan sadakatinin etkilerini araştırmaktır. Bu çalışma için çevrimiçi bir anket yapılmıştır. Toplam 598 anket doldurulmuş ve incelenmiştir. Toplanan veriler SPSS programı ile analiz edilmiş ve betimsel ve betimsel analizler, bağımsız örneklem t-testi, Mann-Whitney u, tek yönlü varyans analizi ve Kruskal Wallis-h analizi uygulanarak sonuçlar sunulmuştur. Marka sadakatinin satın alma niyeti üzerindeki etkisini belirlemek için yapısal eşitlik modeli oluşturulmuştur. Bu çalışmada, tüketicilerin organik gıda markalarına olan bağlılığının nesillerle ilgili olmadığı ve markaların pazarlama stratejilerinde bu ilişkiyi göz önünde bulundurmaları gerektiği sonucuna ulaşılmıştır.
The damage to soil and water resources due to pesticides and other chemicals used in conventional agriculture has been proven. The uncontrolled production created by the consumption patterns that emerged as a result of high consumer demand in the 2000s caused a great destruction of natural resources. Understanding that the anarchic production model that created this destruction caused losses has increased the importance of organic products. In recent years, dietary habits have been reviewed and interest in organic farming has increased. A healthy diet and the use of chemical-free products mean a life that does not harm human health. With this awareness, there has been an increase in the consumption of organic product brands over time. Consumers perceive organic products as health promoting and associate them with a healthy lifestyle. Many consumers believe that organic products are misunderstood because of the very limited production and consumption for the domestic market in Turkey. Consumer preferences are important in terms of developing the domestic market. It is believed that selling organic products through supermarkets, where consumers regularly choose to shop, increases the chances of consumers encountering these products. It is very important to provide accurate information to consumers about certification and inspection, which are the most important elements of the system, in order to build trust in organic products. In Turkey, as in the rest of the world, the interest in organic brands is increasing. Product variety, easy accessibility and price competition of brands will increase their power in the market. The proliferation of organic brands is an important process for the health and lifestyle of future generations. The aim of this article is to investigate the effects of Turkish organic brands' loyalty to consumers and purchase intentions of different generations. An online survey was conducted for this study. A total of 598 questionnaires were filled and analyzed. The collected data was analyzed with the SPSS program. The results were presented by applying descriptive and descriptive analyses, independent sample t-test, Mann-Whitney u, one-way analysis of variance and Kruskal Wallis-h analysis. A structural equation model was created to determine the effect of brand loyalty on purchase intention. This study concluded that consumers' commitment to organic food brands is not related to generations, and that brands should consider this relationship in their marketing strategies.
The damage to soil and water resources due to pesticides and other chemicals used in conventional agriculture has been proven. The uncontrolled production created by the consumption patterns that emerged as a result of high consumer demand in the 2000s caused a great destruction of natural resources. Understanding that the anarchic production model that created this destruction caused losses has increased the importance of organic products. In recent years, dietary habits have been reviewed and interest in organic farming has increased. A healthy diet and the use of chemical-free products mean a life that does not harm human health. With this awareness, there has been an increase in the consumption of organic product brands over time. Consumers perceive organic products as health promoting and associate them with a healthy lifestyle. Many consumers believe that organic products are misunderstood because of the very limited production and consumption for the domestic market in Turkey. Consumer preferences are important in terms of developing the domestic market. It is believed that selling organic products through supermarkets, where consumers regularly choose to shop, increases the chances of consumers encountering these products. It is very important to provide accurate information to consumers about certification and inspection, which are the most important elements of the system, in order to build trust in organic products. In Turkey, as in the rest of the world, the interest in organic brands is increasing. Product variety, easy accessibility and price competition of brands will increase their power in the market. The proliferation of organic brands is an important process for the health and lifestyle of future generations. The aim of this article is to investigate the effects of Turkish organic brands' loyalty to consumers and purchase intentions of different generations. An online survey was conducted for this study. A total of 598 questionnaires were filled and analyzed. The collected data was analyzed with the SPSS program. The results were presented by applying descriptive and descriptive analyses, independent sample t-test, Mann-Whitney u, one-way analysis of variance and Kruskal Wallis-h analysis. A structural equation model was created to determine the effect of brand loyalty on purchase intention. This study concluded that consumers' commitment to organic food brands is not related to generations, and that brands should consider this relationship in their marketing strategies.
Açıklama
Sosyal Bilimler Enstitüsü, Reklam ve Stratejik Marka İletişimi Bilim Dalı
Anahtar Kelimeler
Halkla İlişkiler, Public Relations, Reklamcılık
