(Consumers' Intention to Buy Organic Food: A Research with Young Consumers)

Abstract

Purpose – Organic food consumption is an important issue in terms of sustainable consumption. It is one of the foods that countries should encourage consumption to raise healthy generations. Orientation to organic foods increases with economic development. The most important reason for this increase is the willingness of consumers to reach healthy food. The willingness to reach healthy and green food, which has been put forward by various researches, has also increased the importance of research on organic food consumption. The aim of this study is to reveal the intentions of young people living in a less developed socio-economically region with the help of various variables. Design/methodology/approach – Data were collected from 392 young consumers who were selected by the sampling method, one of the unlikely sampling methods with the face-to-face survey method. The data were tested by reliability, frequency and multiple linear regression analysis in the statistical program suitable for the purpose. Findings – It has been determined that the attitude towards behavior, subjective norm, moral norm and health consciousness have a significant effect on young consumers' intention to purchase organic food. In addition, it was determined that perceived behavioral control and environmental concern did not have a significant effect on young consumers' intention to purchase organic food. Also on the young consumer attitudes towards organic food it has been identified as health-conscious and have a significant impact environmental concerns. Discussion – It is aimed to reveal the intentions of young consumers living in a socio-economically less developed region with the help of various variables. It has been determined that attitudes towards behavior, subjective norm, moral norm and health consciousness among the variables determined for this purpose have a significant effect on young consumers 'intention to buy organic food, health awareness and environmental concern on young consumers' attitudes towards organic food. This situation highlights the concept of organic food consumption in the sustainable consumption axis. For this reason, the application will be held in Turkey with sustainable consumption for improved awareness activities performed alternative models of production and consumption. Organic food consumption can be considered as one of these alternative models.