Consumer Perceptions and Purchase Intentions towards Organic Foods: Evidence from Eastern Mediterranean Region of Türkiye

Abstract

This study aimed to investigate consumer perceptions towards organic foods and explore the relationship between purchase intentions and socio-demographic characteristics. Between February and July 2021, we conducted an online survey in the Eastern Mediterranean Region of Türkiye, specifically in the provinces of Adana, Osmaniye, Kahramanmaraş, and Hatay. The survey included 384 randomly selected respondents within the age range of 18 to 71. Factor analysis revealed five significant factors: "Environmental Awareness," "Attitude," "Trust," "Purchase Barrier," and "Purchase Intention." Notably, t-test result showed a significant difference in purchase intention, with female consumers exhibiting a more positive preference. We identified organic tomato-pepper pastes and olive oil as the most consumed organic foods. Moreover, the statement "Organic foods are produced with environmentally friendly methods" received the highest average value under " Environmental Awareness." In conclusion, this research fills a gap in the literature by providing insights into consumer perception and purchase intention toward organic foods in Türkiye. The observed gender-based differences emphasize the need for targeted marketing strategies. The popularity of specific organic products indicates market expansion opportunities. Understanding consumer preferences and market dynamics is crucial for stakeholders in the organic food industry to tailor their approaches effectively. Further research and market analysis are essential to adapt strategies and meet evolving consumer demands in the dynamic organic food market.