Marketing of Organic Food And Analysis of Consumer Attitude And Behavior Towards Organic Food
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
This study aims identifying the factors that may influence the consumers’ attitude and behaviour towards the consumption of organic produce. Judgemental sampling technique was followed in the research. 343 questionnaires were answered by people with EU classes of income working in 20 different institutions in İstanbul. According to the results of the logistic regression analysis, among the demographic variables, whether there are children in the family or not has a significance level of 0.10, whether there are children under the age of 6 in the family has a significance level of 0.5, and the variable of household income being between 5000-7000 TL has a significance level of 0.10. It has been determined that it is related to purchasing behavior. According to the results of the hypotheses created regarding company strategies among external factors, the effectiveness of the product's internal and external features and brand-related attitude on purchasing behavior was found to be significant at the 0.05 significance level. According to the results of these analyses, the factors that have a significant relationship with both purchasing and regular purchasing behavior are the presence of children under the age of 6 in the family, the internal and external characteristics of the product, the feature of having collectivist values and sensitivity to environmental issues. It is believed that this study will contribute to the development of the sector and to the fulfillment of the goal of sustainable development by determining the internal and external factors that are related to the consumption of organic produce in the domestic market.
Açıklama
Anahtar Kelimeler
Consumer Behavior, Green Marketing, Sustainable Marketing, Marketing of Organic Produce, Environmental Marketing
Kaynak
Journal of emerging economies and policy (Online)
WoS Q Değeri
Scopus Q Değeri
Cilt
8
Sayı
2
