Cilt 7 Sayı 2 (2019): Business & Management Studies: An International Journal
Makaleler

ORGANİK ÜRÜN SATINALMA NİYETİNE ETKİ EDEN FAKTÖRLERDE FİYAT ALGISININ DÜZENLEYİCİ ROLÜ

Müge ÖRS
Dr. Öğretim Üyesi, İstanbul Aydın Üniversitesi

Yayınlanmış 26.06.2019

Anahtar Kelimeler

  • Organic products, Health Consiciousness, Social Responsible Consumption, Variety Seeking, Price Perception
  • Organik ürünler, Sağlık Bilinci, Sosyal Sorumluluk Bilinci, Yenilik Arayışı, Fiyat Algısı.

Nasıl Atıf Yapılır

ORGANİK ÜRÜN SATINALMA NİYETİNE ETKİ EDEN FAKTÖRLERDE FİYAT ALGISININ DÜZENLEYİCİ ROLÜ. (2019). Business & Management Studies: An International Journal, 7(2), 891-925. https://doi.org/10.15295/bmij.v7i2.1102

Nasıl Atıf Yapılır

ORGANİK ÜRÜN SATINALMA NİYETİNE ETKİ EDEN FAKTÖRLERDE FİYAT ALGISININ DÜZENLEYİCİ ROLÜ. (2019). Business & Management Studies: An International Journal, 7(2), 891-925. https://doi.org/10.15295/bmij.v7i2.1102

Öz

Organik ürün tüketimi gerek Türkiye gerekse Dünya pazarlarında günden güne büyüyen pazar büyüklüğü ile günümüz pazarlama dünyasının dikkatini çeken bir konu halini almıştır. Çoğu zaman tüketicisinin aklında “taze, doğal, katkısız ve yerel” gibi çağrışımlarla kalan organik ürünler, sadece ürün özellikleri ile değil aynı zamanda tüketicisi tarafından sosyal sorumluluk, sağlık bilinci ve yenilik arayışı nedeniyle de tüketilmektedir. Çalışmada organik ürün satınalma niyetine etki eden ilgili faktörler (sağlık bilinci, sosyal sorumluluk bilinci, yenilik arayışı) ortaya konmuş ve bu faktörlerle organik ürün satınalma niyeti arasındaki ilişkide fiyat algısının düzenleyici rolü incelenmiştir. Yapılan analiz sonucunda, tüketicilerin demografik özelliklerine göre organik ürün satınalma niyetinde istatistiki olarak bir farklılık söz konusu olmadığı görülürken, tüketicinin sağlık ve sosyal sorumluluk bilincinin organik ürün satınalma niyetine pozitif yönde bir etkisi olduğu ortaya çıkmıştır. Bu ilişkilerde fiyat algısının negatif yönlü bir düzenleyicilik etkisi olduğu görülmektedir. Bu durum organik ürün tüketicisinin satınalma öncülünün fiyat olmadığını, bir anlamda organik ürün tüketicisinin fiyat hassasiyeti düşük bir müşteri grubu olduğunu ortaya koymaktadır.

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