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Dergiler / Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2026 / Sayı: 58

Organik Gıda Tüketimi Davranışının S-O-R Teorisi Bağlamında İncelenmesi: Antakya-Hatay Örneği

İnvestigation of Organic Food Consumption Behavior in The Context of S-O-R Theory: The Case of Antakya-Hatay

Tülin Ural(YEDİTEPE ÜNİVERSİTESİ)0000-0002-1873-8906
Oğuz Oypan(HATAY MUSTAFA KEMAL ÜNİVERSİTESİ)0000-0001-8646-5682
Sayfa
177–196
Yayın Tarihi
2021-04-30
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Bulgular, organik gıdaların çevresel imajının (uyarıcılar), tüketici (organizma) için organik gıdalara karşı çevresel güven ve çevresel memnuniyet yaratması halinde organik gıdalar için çevresel ağızdan ağza iletişim niyetini (tepkiyi) olumlu yönde etkilediğini göstermektedir

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Son yıllarda doğal çevrenin bozulması ve kaynakların kötüye kullanımı çevrenin korunması gerektiği sonucunu doğurmuştur.
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Temel Bulgular & Veri:Ancak organik tarım uygulamaları önemli ölçüde artmış olsa da tüketicilerin organik gıda satın alma oranı halen düşüktür.
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Sonuç & Katkı:Bulgular, organik gıdaların çevresel imajının (uyarıcılar), tüketici (organizma) için organik gıdalara karşı çevresel güven ve çevresel memnuniyet yaratması halinde organik gıdalar için çevresel ağızdan ağza iletişim niyetini (tepkiyi) olumlu yönde etkilediğini göstermektedir
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:Çevreci İmaj · Çevresel Güven · Çevresel Tatmin

Özet

Son yıllarda doğal çevrenin bozulması ve kaynakların kötüye kullanımı çevrenin korunması gerektiği sonucunu doğurmuştur. Bu bağlamda tüketiciler, organik tarım uygulamalarına ve organik gıdalara her zamankinden daha fazla önem vermeye başlamışlardır. Ancak organik tarım uygulamaları önemli ölçüde artmış olsa da tüketicilerin organik gıda satın alma oranı halen düşüktür. Bu çalışmada, çevreci imajın çevresel güven ve memnuniyet yarattığı ve bunun da ağızdan ağıza iletişimi olumlu yönde etkilediği hipotezi organik gıdalar temel alınarak tartışılmıştır. Bu hipotezin ilk kez organik gıdalara dayalı olarak incelenmesi, bu çalışmanın orijinal değerini oluşturmaktadır. Mehriban ve Russell tarafından uyarlanan kavramsal modeldeki ilişkileri test etmek için Antakya-Hatay'da yaşayan hane halkları üzerinde bir saha çalışması yapılmıştır. Veriler anket yöntemi ile toplanmış ve alan örneklemesi yöntemi uygulanmıştır. Verilerin analizinde doğrulayıcı faktör analizi (DFA) ve yapısal eşitlik modeli uygulanmıştır. Bulgular, organik gıdaların çevresel imajının (uyarıcılar), tüketici (organizma) için organik gıdalara karşı çevresel güven ve çevresel memnuniyet yaratması halinde organik gıdalar için çevresel ağızdan ağza iletişim niyetini (tepkiyi) olumlu yönde etkilediğini göstermektedir

Abstract

In recent years, the degradation of the natural environment and the misused of resources have led to the conclusion that the environment must be protected. In this context, consumers have started to attach more importance to organic farming practices and organic foods than ever before. However, although organic farming practices have increased significantly, the rate of purchasing organic foods by consumers is still low. In this study, the hypothesis that environmental image creates environmental trust and satisfaction and this positively affects the environmental word-ofmouth intention is discussed based on organic foods. The first study of this hypothesis based on organic foods constitutes the original value of this study. A field study was conducted on households living in Antakya-Hatay to test the relationships in the conceptual model adapted by Mehriban and Russell. By using a field sampling method, research data were collected with a faceto-face survey. Confirmatory factor analysis (CFA) and structural equation modeling were applied in the analysis of the data. The findings show that the environmental image of organic foods (stimuli) leads to positive effect on the environmental word-of-mouth intention for organic foods (response), if it creates environmental trust on organic foods and environmental satisfaction with organic foods (organism).

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Bu Makaleye Atıf Yap

Ural, T., Oypan, O. (2021). Organik Gıda Tüketimi Davranışının S-O-R Teorisi Bağlamında İncelenmesi: Antakya-Hatay Örneği. Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Sayı: 58, 177–196. https://doi.org/10.18070/erciyesiibd.755455

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