Abstract
Abstract Consumer demand for organic foods has increased significantly in recent years in the world. Consumers are influenced by various internal/external factors when purchasing food products. The aim of this study is to determine the effects of knowledge variable on consumers’ purchasing or consuming behavior for organic foods together with other factors in Turkey (Hatay City). For this purpose, the effects of consumers’ organic product knowledge levels are examined within the frame of Theory of Planned Behavior. The data of 431 consumers analyzed in the model were collected in 2017 with a 21 scale questionnaire and analyzed with Structural Equation Model. According to the results of the model analysis, a significant part of the variance in consumers' organic food demand (61%) was explained by the organic food knowledge variable. Reducing consumption obstacles, along with efforts to increase the organic food knowledge of consumers, will increase organic demand. While trying to increase the supply of organic products especially in regions where consumers are concentrated, the food production sector should also focus on informing, raising awareness and promoting. The actual buying behavior in organic food products should be examined in more detail in terms of motivation sources and obstacles.
Highlights
The demand for organic foods, which have shown a significant upward trend in the world in recent years, shows a similar tendency in Turkey as well
Most of the studies on organic consumption determinants and consumption motivations and obstacles of organic food products consist of information-based variables
The results of our study have revealed that consumers’ knowledge about organic food products has a positive and significant impact on the intent and consumers’ behavior
Summary
The demand for organic foods, which have shown a significant upward trend in the world in recent years, shows a similar tendency in Turkey as well. Consumers find organic foods more nutritious and tasty than traditional products. There are factors that prevent the organic food consumption. Foremost among these are high prices, deficiencies in consumer awareness and promotion, low availability (irregularity, limitations or lack of varieties) and low consumption. (Chakrabarti, 2010; Xie et al, 2015; Bryła, 2016; Liobikienė et al, 2016; Du et al, 2017; Savita & Verma, 2017). Even though there are high consciousness and awareness due to the abovementioned consumption obstacles, situations in which real purchasing cannot be realized are frequently seen
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