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GENÇ TÜKETİCİLERİN SÜRDÜRÜLEBİLİR GIDA TÜKETİMİ DAVRANIŞININ GÜVEN VE DEĞERLERE DAYANAN PLANLI DAVRANIŞ TEORİSİ KAPSAMINDA TARTIŞILMASI

The Debate on Sustainable Food Consumption Behaviour of Young Consumers within the Framework of the Planned Behaviour Theory based on Confidence and Values

Journal Name:

  • Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2013

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
The main objective of this study is to reveal the effects of attitudes, perceived consumer effectiveness and availability as well as those of the social norms in explaining the buying intentions of the young consumers over the sustainable food products. Another purpose of the study, on the other hand, is to research the effects of the individual characteristics like confidence and humanitarian values. A questionnaire has been conducted with 319 young consumers to work out the projected goals. The statistical analyses have been processed over the obtained data. The effects of consumer behaviors, social norms, perceived consumer effectiveness and availability over the behavioral intentions have been analyzed on the study. As a result of the implemented statistical analyses it seems to be a positive and meaningful correlation between behavior, social norm, perceived consumer effectiveness and availability variation. The positive correlation between availability and intention variations is not meaningful from the statistical point of view, though. Behavior also seems to be an important indicator of buying sustainable products regardless their confidence level.
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Abstract (Original Language): 
Bu çalışmanın temel amacı, genç tüketicilerin sürdürülebilir gıda ürünlerini satın alma niyetini açıklamada, tutumların, algılanan tüketici etkinliğinin, algılanan elde edilebilirliğin ve sosyal normların etkisini ortaya koymaktır. Çalışmanın bir diğer bir amacı da davranışsal niyet oluşum sürecinde güven ve insani değerler gibi bireysel özelliklerin etkisini araştırmaktır. Belirlenen bu amaçlar doğrultusunda, 319 genç tüketiciye anket uygulanmıştır. Anket sonucu elde edilen veriler istatistiksel analizlere tabi tutulmuştur. Yapılan analizlerde tüketici tutumunun, sosyal normların, algılanan tüketici etkililiğinin ve algılanan elde edilebilirliğin davranışsal niyet üzerindeki etkisine bakılmıştır. Yapılan istatistiksel analizler sonucu, tutum, sosyal norm ve algılanan tüketici etkinliği ile niyet bağımlı değişkeni arasında pozitif yönde ve anlamlı düzeyde korelasyon olduğu, bunun yanı sıra elde edilebilirlik değişkeni ile niyet değişkeni arasındaki korelasyonun pozitif olmakla birlikte istatistiksel olarak anlamlı olmadığı bulunmuştur. Ayrıca güven düzeyi ne olursa olsun sürdürülebilir ürünleri satın alma niyetinin önemli göstergesinin tutum olduğu saptanmıştır.
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