INVESTIGATION OF CONSUMERS 'ORGANIC FOOD PURCHASES IN THE CONTEXT OF THE RELATIONSHIP OF PERSONAL VALUES AND INDIVIDUAL FACTORS - TÜKETİCİLERİN ORGANİK GIDA SATIN ALMA NİYETLERİNİN KİŞİSEL DEĞERLER İLE BİREYSEL FAKTÖRLER İLİŞKİSİ BAĞLAMINDA ARAŞTIRILMASI*

Abstract

The aim of this research was to determine the premises of the personal values affecting the organic product selection of consumers and to analyze the effect of environmental, price and health consciousness on the attitude towards purchase. The results of this research show that while personal values are effective on individual factors, health and environmental consciousness, which are among the individual factors, have an effect on the attitude towards purchase. However, the dimension of price consciousness does not have an effect on the attitude towards purchase. Furthermore, the findings of the research revealed that the attitude towards purchase has an effect on purchase intention. Consequently, the subjective norm has a moderator effect between the purchase intention and the attitude towards purchase.