KaydedilenlerDerginizi ekleyin

Dergiler / Türk Tarım ve Doğa Bilimleri Dergisi / 2026 / Volume: 12 Issue: 3

Evaluating the Effects of Utilitarian and Hedonic Drivers on Milk Consumption: A Structural Equation Modeling Approach

Yavuz Topcu(ATATÜRK ÜNİVERSİTESİ)0000-0002-2260-3465
Sayfa
—
Yayın Tarihi
2025-07-23
🏛️Bu makalenin bibliyografik verileri ve tam metin bağlantısı DergiPark üzerinden sağlanmıştır.
DergiPark Kaydı ↗
✨

Yapay Zeka Hızlı Bakış & Çıkarımlar

AI Insight
⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

These utilitarian factors explained 72.7% of the variance in satisfaction and exhibited a 44.5% total effect within the SIRMs.

📌 3 Maddede Bu Makale

🎯
Amaç & Hipotez:The study investigated the utilitarian and hedonic motives driving consumer milk consumption in the TRA1 region, and analyzed their direct and total impacts on their consumption satisfaction.
📊
Temel Bulgular & Veri:Primary data were collected from 765 households in the TRA1 region.
💡
Sonuç & Katkı:These utilitarian factors explained 72.7% of the variance in satisfaction and exhibited a 44.5% total effect within the SIRMs.
🔬Tür:Modelleme & Sayısal Simülasyon
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Climate change · Milk consumption · Structural interavtive regression model

Abstract

The study investigated the utilitarian and hedonic motives driving consumer milk consumption in the TRA1 region, and analyzed their direct and total impacts on their consumption satisfaction. Primary data were collected from 765 households in the TRA1 region. Structural interactive regression model was applied to examine the relationships among the factor dimensions validated by Confirmatory Factor Analysis. The structural models demonstrated acceptable fit based on established criteria. The results of the study indicated that the hedonic motives of reliability and brand image, influenced by consumer concerns regarding hygiene, reliability, and milk source, explained 33.4% of the variance in milk consumption satisfaction and had a 36.6% total effect. The utilitarian drivers of hygiene, milk source and content, and sensory quality, were influenced by concerns related to reliability, hygiene, milk source and content, and brand image. These utilitarian factors explained 72.7% of the variance in satisfaction and exhibited a 44.5% total effect within the SIRMs.

🔖

Bu Makaleye Atıf Yap

Topcu, Y. (2025). Evaluating the Effects of Utilitarian and Hedonic Drivers on Milk Consumption: A Structural Equation Modeling Approach. Türk Tarım ve Doğa Bilimleri Dergisi, Volume: 12 Issue: 3. https://doi.org/10.30910/turkjans.1694129

📄 Tam Metin PDF Okuyucu

📄

PDF görüntüleyici hazırlanıyor...

Kaynakça (47)

  1. Alegbeleye, O.O., Guimaraes J.T., Cruz A.G., & Sant’Ana, A.S. (2018). Hazard of a health trend: an appraisal of the risk of raw milk consumption and the potential of novel treatment technologies to serve as alternatives to pasteurization. Trend in Food Science & Technology, 82, 148-166.
  2. Browne, M.W., & Cudeck, R. (1993). Alternative ways of assessing model fit. In: K.A Bollen and J.S. Long (Eds.), Testing Structural Equation Models, (pp. 213-235), CA: Sage Publisher, Newbury Park
  3. Burnier, P.C., Spers, E.E., & de Barcellos, M.D. (2021). Role of sustainability attributes and occasion matters in determining consumers’ beef choice. Food Quality and Preferences, 88, 104075.
  4. Burrow, K., Young, W., Carne, A., McCornell, M., Hammer, N., Scholze, M., & Bekhit, A. (2019). Consumption of sheep milk compared to cow milk can affect trabecular bone ultrastructure in a rat model. Food & Function, 10, 163-171.
  5. Churchill, G.A. (1995). Marketing Research: Methodological Foundations (Sixth Edition). Fort Worth, The Dryden Press, Chicago
  6. Civelek, M.E. (2020). Methodology of Structural Equation Modelling (Second Edition). Beta Press and Publish Inc., Istanbul
  7. CLAL, (2024). An overview of annual per capita consumption of milk. https://www.clal.it/en/?section=tabs_ consumi_procapite (Accessed date: 11.01.2025)
  8. Cruz, J.L, Puigdueta, I., Sanz-Cobena, A., & Gonzelez-Azcarate, M. (2021). Short food supply chains: rebuilding consumers’ trust. New Medit, 20(4), 33-47.
  9. Erkorkmaz, I.E., Demir, O., Özdamar, K., & Sanisoğlu, S.Y. (2013). Confirmatory factor analysis and fit indices. Türkiye Klinikleri Journal of Medicine Science, 33(1), 210-223.
  10. Gerber, P.J., Steinfeld, H., Henderson, B., Mottet, A., Opio, C., Dijkman, J., Falcucci, A., & Tempio, G. (2013). Tackling climate change through livestock–A global assessment of emissions and mitigation opportunities. Food and Agriculture Organization of the United Nations (FAO), Roma.
  11. Guo, Q., Wang, B., Cao, S., Jia, C., Yu, X., Zhao, L., Dellarco, M., & Duan, X. (2020). Association between milk intake and childhood growth: results from a nationwide cross-sectional survey. International Journal of Obesity, 44, 2194-2202.
  12. Gürbüz, S. (2019). Structural Equation Modelling with AMOS. Seçkin Akademik ve Mesleki Yayınlar, Ankara Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (International edition). Pearson, New York
  13. Harguess, C., & Hong, Y. (2020). Strategies to reduce meat consumption: A systematic literature review of experimental studies. Appetite, 144, 2-10.
  14. Hu, L., & Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis. Conventional criteria versus new alternatives. Structural Equation Modelling, 6(1), 1-55.
  15. Li, J., Abbasi, A., Cheema, A., & Abraham, L.B. (2020). Path to purpose? How online customer journeys differ for hedonic versus utilitarian purchases. Journal of Marketing, 84(4), 127-146.
  16. Li, S., Kallas, Z., & Rahmani, D. (2022). Did the Covid-19 lockdown affect consumers’ sustainable behavior in food purchasing and consumption in China? Food Control,132, 108352.
  17. Malhotra, N.K. (1996). Marketing Research and Applied Orientation. Prentice Hall Inc., New Jersey
  18. Macready, A.L., Hieke, S., Klimczuk-Kochanska, M., Szumiał, S., Vranken, L., & Grunert, K.G. (2020). Consumer trust in the food value chain and its impact on consumer confidence: A model for assessing consumer trust and evidence from a five-country study in Europe. Food Policy, 92, 101-112.
  19. Marchini, A., Riganelli, C., Diotallevi, F., & Polenzani, B. (2021). Label information and consumers behavior: evidence on drinking milk sector. Agricultural and Food Economics, 9(8), 1-24.
  20. Marsh, H.W., Balla, J.R., & Mcdonald, R.P. (1988). Goodness of fit indexes in Confirmatory Factor Analysis: The effect of sample size. Psychological Bulletin, 103, 391-410.
  21. Meydan, C.H., & Şeşen, H. (2015). Structural Equation Modelling and AMOS applications (Second Edition). Detay Publishing, Ankara
  22. Moatsou, G., & Sakkas, L. (2019). Sheep milk components: focus on nutritional advantages and bio-functional potential. Small Ruminant Research, 180, 86-99.
  23. Neima, H.A., Sirwan. K., & Hameed. K. (2021). Consumer choice and preference for chicken meat in Sulaymaniyah. IOP Conference Series: Fourth International Conference for Agricultural and Sustainability Sciences, 4-5 October, P.1-7, Babil, Iraq. https://iopscience.iop.org/article/10.1088/1755-1315/910/1/ 012028/meta.
  24. Nunkoo, R., & Ramkissoon, H. (2011). Structural equation modelling and regression analysis in tourism research. Current Issues in Tourism, 4, 1-26.
  25. Ouyang, H., Li, B., McCarthy, M., Miao, S., Kilcawley, K., Fenelon, M., Kelly, A., & Sheehan, J. (2021). Understanding preferences for, and consumer behavior toward, cheese among a cohort of young, educated, internationally mobile Chinese consumers. Journal of Dairy Sciences, 104(12), 12415-12426. https://doi.org/10.3168/jds.2021-20598.
  26. Paraffin, A.S., Zindove, T.J., & Chimonyo, M. (2017). Household consumption preferences of dairy products and their perceptions of milk safety. Journal of Food Safety, 38, e12428.
  27. Parveen, S., Ahmad, W., Hussian, A., Azeem, M.T., & Tahir, M.T. (2025). Impact of observable quality attributes on hedonic pricing of mutton in Pakistan: Insights from consumer preferences. Journal of Economic Impact, 7(1), 01-09.
  28. Perez, E.V.B., Faber, I., Osorio, J.S., & Stergiadis, S. (2020). Consumer knowledge and perceptions of milk fat in Denmark, the United Kingdom, and the United States. Journal of Dairy Science, 103, 4151-4163.
  29. Perito, M.A., Sacchetti, G., Di Mattia, C.D., Chiodo, E., Pittia, P., Saguy, I.S., & Cohen, E. (2019). Buy local! Familiarity and preferences for extra virgin olive oil of Italian consumers. Journal of Food Products Marketing, 25(4), 462-477.
  30. Picot-Coupey, K., Krey, N., Huré, E., & Ackermann, C.L. (2021). Still work and/or fun? Corroboration of the hedonic and utilitarian shopping value scale. Journal of Business Research, 126, 578-590.
  31. Putritamara, J.A., Purwanti, T., Hartono, B., Satria, A.T., & Hidayat, I.R. (2024). Understanding consumers’ repurchase intention for dairy products: customer value perspective. Adv. Anim. Vet. Sci., 12(11), 2165-2174. https://dx.doi.org/10.17582/journal.aavs/2024/12.11.2165.2174
  32. Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157-165.
  33. Rihn, A., Wei, X., & Khachatryan, H. (2019). Text vs. logo: does eco-label format influence consumers’ visual attention and willingness-to-pay for fruit plants? An experimental auction approach. Journal of Behavior Expectation Economy, 82, 101452.
  34. Ritchie, H., Reay, D.S., & Higgins, P. (2018). The impact of global dietary guidelines on climate change. Global Environmental Change, 49, 46–55.
  35. Shamim, K, Ahmad, S., & Alam, M.A. (2021). Covid-19 health safety practices: Influence on grocery shopping behavior. Journal of Public Affairs, 21(4), e2624. https://doi.org/10.1002/pa.2624
  36. Shin, Y.H., Jung, S.E., Kim, H., & Im, J. (2023). College students’ willingness to pay more for local food: An extended decomposed theory of planned behavior approach. Journal of Foodservice Business Research, 28(1), 95-113. doi:10.1080/15378020.2023.2229587
  37. Skalkos, D, Kosma, I.S., Vasiliou, A., & Guine, R.P.F. (2021). Consumers’ trust in Greek traditional food in the post covid-19 era. Sustainability, 13, 9975. https://doi.org/10.3390/su13179975
  38. Slade, P., Michler, J.D., & Josephson, A. (2019). Foreign geographical indications, consumer preferences, and the domestic market for cheese. Applied Econ. Pers. Policy, 41(3), 370-390.
  39. TEPGE, (2023). Situation forecast for milk and milk products. No: 372, ISBN: 978-625-8451-92-2. TEPGE Publication, Ankara
  40. Topcu, Y. (2019). Consumers’ consumption patterns towards drinking milk with the region of origin: Case of Igdir province. ÇOMÜ Ziraat Fakültesi Dergisi, 7(1), 195-205.
  41. Topcu, Y. (2019a). Determining product profiles based on consumers’ consumption satisfaction towards drinking milk with the region of origin: Case of Igdır province. Anadolu Tarım Bilimleri Dergisi, 34(3), 268-278.
  42. Topcu, Y., & Sarı, M.M. (2019). Factors affecting consumers’ drinking milk purchase patterns: A case of Agri province. IKSAD IV. International Congress of Social Sciences, P.442-453, 5-8 September, Erzurum, Turkey.
  43. Topcu, Y., & Sarı, M.M. (2019a). Sensory quality attributes affecting consumers’ purchase patterns toward drinking milk: Case of TRA1 region. ICAFOR-2019, P.1287-1297, 16-18 April, Trabzon, Turkey.
  44. Topcu, Y., & Elmi, H.A. (2023). Somali consumers’ camel meat consumption satisfactions under climate change. New Medit, 22(4), 154-170.
  45. Topcu, Y. (2024). Modeling drinking milk consumption preferences under climate change and the Covid-19 pandemics conditions. Tekirdağ Ziraat Fakültesi Dergisi, 21(3), 619-633.
  46. Um, C.Y., Prizment, A., Hong, C.P., Lazovich, D., & Bostick, R.M. (2019). Associations of calcium and dairy product intakes with all-cause, all-cancer, colorectal cancer and CHD mortality among older women in the Iowa Women’s Health Study. British Journal of Nutrition, 121, 1188–1200.
  47. Willis, C., Jørgensen, F., Aird, H., Elviss, N., Fox, A., Jenkins, C., & McLauchlin, J. (2018). An assessment of the microbiological quality and safety of raw drinking milk on retail sale in England. Journal of Applied Microbiology, 124(2), 535-546.