Research on Factors Affecting Consumers Perception of Natural Honey and Purchasing Behavior

Fatih Bilici

Makale detayları

Research on Factors Affecting Consumers Perception of Natural Honey and Purchasing Behavior

Yazarlar:

Fatih Bilici

Yayıncı:

Bursa Uludağ University

Ana Başlıklar:

Tarım Ekonomisi (Diğer)

Dergi:

Uludağ Arıcılık Dergisi Vol.24 Issue 1, pp.93-125

Belge Tipi:

Makale

Yayın Tarihi:

5/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001318062

pISSN:

2687-5594

Anahtar kelimeler:

Özet:

 This study aims to understand consumers perceptions and preferences regarding natural honey by focusing on various dimensions. Based on data collected through online surveys and analyzed using structural equation modeling with the Smart PLS program, the research reveals strong relationships among health product awareness, perceived nutritional value, food safety, price, quality, color perception, attitude toward natural honey, willingness to pay more, and purchasing behavior. Positive correlations are observed between increased health product awareness, perceived nutritional value, food safety, price, and quality, leading to a more positive attitude toward natural honey. Both light and dark-colored honey perceptions influence perceived quality, with dark-colored honey perception having a more substantial impact. The positive effects of attitude toward natural honey on willingness to pay more and purchasing behavior are significant, strong, and positive. These findings indicate that consumers prefer natural honey based on health product features, nutritional value, food safety, price, quality, and color perception, and these preferences manifest in their purchasing behavior.

 This study aims to understand consumers perceptions and preferences regarding natural honey by focusing on various dimensions. Based on data collected through online surveys and analyzed using structural equation modeling with the Smart PLS program, the research reveals strong relationships among health product awareness, perceived nutritional value, food safety, price, quality, color perception, attitude toward natural honey, willingness to pay more, and purchasing behavior. Positive correlations are observed between increased health product awareness, perceived nutritional value, food safety, price, and quality, leading to a more positive attitude toward natural honey. Both light and dark-colored honey perceptions influence perceived quality, with dark-colored honey perception having a more substantial impact. The positive effects of attitude toward natural honey on willingness to pay more and purchasing behavior are significant, strong, and positive. These findings indicate that consumers prefer natural honey based on health product features, nutritional value, food safety, price, quality, and color perception, and these preferences manifest in their purchasing behavior.

 This study aims to understand consumers perceptions and preferences regarding natural honey by focusing on various dimensions. Based on data collected through online surveys and analyzed using structural equation modeling with the Smart PLS program, the research reveals strong relationships among health product awareness, perceived nutritional value, food safety, price, quality, color perception, attitude toward natural honey, willingness to pay more, and purchasing behavior. Positive correlations are observed between increased health product awareness, perceived nutritional value, food safety, price, and quality, leading to a more positive attitude toward natural honey. Both light and dark-colored honey perceptions influence perceived quality, with dark-colored honey perception having a more substantial impact. The positive effects of attitude toward natural honey on willingness to pay more and purchasing behavior are significant, strong, and positive. These findings indicate that consumers prefer natural honey based on health product features, nutritional value, food safety, price, quality, and color perception, and these preferences manifest in their purchasing behavior.

 Bu çalışma, tüketicilerin doğal bal bağlamında algılarını ve tercihlerini anlamak amacıyla birçok farklı boyuta odaklanmaktadır. Çevrimiçi anketlerle toplanan verilere dayanan ve Smart PLS programı kullanılarak yapısal eşitlik modellemesiyle analiz edilen araştırmada, sağlıklı ürün farkındalığı, algılanan besin değeri, gıda güvenliği, fiyat, kalite, renk algısı, doğal bala yönelik tutum, daha fazla ödeme istekliliği ve satın alma davranışı arasında güçlü ilişkiler bulunmuştur. Sağlıklı ürün farkındalığı, algılanan besin değeri, gıda güvenliği, fiyat ve kalite arttıkça doğal bala yönelik olumlu tutumun arttığı gözlemlenmiştir. Açık ve koyu renkli bal algıları, algılanan kalite üzerinde etkili olmakla birlikte, koyu renkli bal algısı daha güçlü bir etkiye sahiptir. Doğal bala yönelik tutumun, daha fazla ödeme istekliliği ve satın alma davranışı üzerinde anlamlı, güçlü ve pozitif etkileri bulunmaktadır. Bu bulgular, tüketicilerin sağlıklı ürün özelliklerine, besin değerine, gıda güvenliğine, fiyata, kaliteye ve renk algısına dayalı olarak doğal balı tercih ettiklerini ve bu tercihlerin satın alma davranışlarına yansıdığını göstermektedir.

Makale detayları

Research on Factors Affecting Consumers Perception of Natural Honey and Purchasing Behavior

Yazarlar:

Fatih Bilici

Yayıncı:

Bursa Uludağ University

Ana Başlıklar:

Tarım Ekonomisi (Diğer)

Dergi:

Uludağ Arıcılık Dergisi Vol.24 Issue 1, pp.93-125

Belge Tipi:

Makale

Yayın Tarihi:

5/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001318062

pISSN:

2687-5594

Natural honey

Purchasing behavior

Consumer perceptionsDoğal bal

Satın alma davranışı

Daha fazla ödeme istekliliği

Yapısal Eşitlik Modellemesi

Tüketici algıları

Sayı

Makale detayları

Yazarlar: Fatih Bilici

Yayıncı: Bursa Uludağ University

Ana Başlıklar: Tarım Ekonomisi (Diğer)

Dergi: Uludağ Arıcılık Dergisi Vol.24 Issue 1, pp.93-125

Belge Tipi: Makale

Yayın Tarihi: 5/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001318062

pISSN: 2687-5594

Sayı

Yazarlar:

Fatih Bilici

Yayıncı:

Bursa Uludağ University

Ana Başlıklar:

Tarım Ekonomisi (Diğer)

Dergi:

Uludağ Arıcılık Dergisi Vol.24 Issue 1, pp.93-125

Belge Tipi:

Makale

Yayın Tarihi:

5/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001318062

pISSN:

2687-5594