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Journals / Fiscaoeconomia / 2026 / Volume: 10 Issue: 2

The Paradox of Convenience Food Consumption and Sustainability: Convenience or Responsibility?

Hazır Gıda Tüketimi ve Sürdürülebilirlik Paradoksu: Kolaylık mı Sorumluluk mu?

Çiğdem Aliçavuşoğlu(TOKAT GAZİOSMANPAŞA ÜNİVERSİTESİ, TOKAT MESLEK YÜKSEKOKULU)0000-0002-4542-3432
Pages
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Publication Date
2026-10-01
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings reveal that consumer behavior is multidimensional and can be explained through five key factors: sustainable consumption, price orientation, perceived quality, health orientation, and low awareness.

📌 3 Key Takeaways

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Objective & Hypothesis:This study examines the relationship between ready-made food consumption and sustainability within the context of consumer behavior, addressing this relationship through the framework of the “sustainability paradox.” Despite the global increase in food production, issues such as food waste, inefficient resource utilization, and environmental impacts constitute significant challenges for sustainability.
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Key Findings & Data:Furthermore, unplanned purchasing and inadequate food management behaviors are found to increase food waste.
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Conclusion & Impact:The findings reveal that consumer behavior is multidimensional and can be explained through five key factors: sustainable consumption, price orientation, perceived quality, health orientation, and low awareness.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Sustainable Consumption · Food Waste · Ready-Made Food

Abstract

This study examines the relationship between ready-made food consumption and sustainability within the context of consumer behavior, addressing this relationship through the framework of the “sustainability paradox.” Despite the global increase in food production, issues such as food waste, inefficient resource utilization, and environmental impacts constitute significant challenges for sustainability. Factors such as time constraints and urbanization associated with modern lifestyles drive individuals toward ready-made foods that offer practical and quick solutions; however, this trend contradicts the objectives of sustainable consumption. The primary aim of the study is to classify consumers based on their frequency of ready-made food consumption, levels of sustainability awareness, and food waste behaviors, thereby identifying distinct consumer profiles. The findings reveal that consumer behavior is multidimensional and can be explained through five key factors: sustainable consumption, price orientation, perceived quality, health orientation, and low awareness. The results indicate that although consumers possess a certain level of awareness regarding sustainability, they tend to prioritize convenience, time-saving, and habitual behaviors in their daily consumption practices. Furthermore, unplanned purchasing and inadequate food management behaviors are found to increase food waste. Cluster analysis identifies three main consumer groups: low-awareness consumers, utilitarian ready-made food consumers, and sustainability-oriented consumers. Overall, the findings demonstrate that although consumers are aware of sustainability, they fail to translate this awareness into behavior fully. This situation confirms the sustainability paradox, commonly referred to as the attitude–behavior gap. The study emphasizes that promoting sustainable consumption requires not only increasing awareness but also developing policies aimed at transforming consumers’ daily habits.

Özet

Bu çalışma, hazır gıda tüketimi ile sürdürülebilirlik arasındaki ilişkiyi tüketici davranışları bağlamında incelemekte ve bu ilişkiyi “sürdürülebilirlik paradoksu” çerçevesinde ele almaktadır. Küresel ölçekte artan gıda üretimine rağmen, gıda israfı, kaynakların verimsiz kullanımı ve çevresel etkiler sürdürülebilirlik açısından önemli sorunlar oluşturmaktadır. Modern yaşamın getirdiği zaman kısıtı ve kentleşme gibi faktörler, bireyleri pratik ve hızlı çözümler sunan hazır gıdalara yöneltirken, bu durum sürdürülebilir tüketim hedefleriyle çelişmektedir. Araştırmanın temel amacı, tüketicileri hazır gıda tüketim sıklığı, sürdürülebilirlik farkındalığı ve gıda atığı davranışlarına göre sınıflandırarak farklı tüketici profilleri ortaya koymaktır. Bu doğrultuda gerçekleştirilen analizler sonucunda tüketicilerin davranışlarının çok boyutlu olduğu belirlenmiş ve beş temel faktör (sürdürülebilir tüketim, fiyat odaklılık, kalite algısı, sağlık odaklılık ve düşük bilinç) ortaya çıkarılmıştır. Bulgular, tüketicilerin sürdürülebilirlik konusunda belirli bir farkındalığa sahip olduklarını, ancak günlük tüketim davranışlarında çoğunlukla kolaylık, zaman tasarrufu ve alışkanlıkları önceliklendirdiklerini göstermektedir. Ayrıca plansız alışveriş ve yetersiz gıda yönetimi davranışlarının gıda israfını artırdığı tespit edilmiştir. Kümeleme analizi sonucunda ise; düşük farkındalıklı tüketiciler, faydacı hazır gıda tüketicileri ve sürdürülebilirlik odaklı tüketiciler olmak üzere üç tüketici grubu belirlenmiştir. Çalışma bulguları, tüketicilerin sürdürülebilirlik bilincine sahip olmalarına rağmen bu bilinci davranışlarına tam olarak yansıtamadıklarını ortaya koymaktadır. Bu durum, tutum–davranış boşluğu olarak tanımlanan sürdürülebilirlik paradoksunu doğrulamaktadır. Çalışma sürdürülebilir tüketimi teşvik etmek için yalnızca farkındalık artırmanın yeterli olmadığını, aynı zamanda tüketicilerin günlük alışkanlıklarını değiştirmeye yönelik politikaların geliştirilmesi gerektiğini vurgulamaktadır.

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Cite This Article

Aliçavuşoğlu, Ç. (2026). The Paradox of Convenience Food Consumption and Sustainability: Convenience or Responsibility?. Fiscaoeconomia, Volume: 10 Issue: 2. https://doi.org/10.25295/fsecon.1921668

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