Turkish consumers’ behaviors in organic product market: an empirical application

Abstract

Purpose- The purpose of this research is to determine whether gender, civil status, age, number of children in the family, education level of consumers, their cosmetic concerns, packaging of organic foods and reliability of certification process affect organic product purchase or not. It was also aimed to determine whether any modification ensuring the authenticity of organic products would convince the consumers to purchase / purchase more organic products. Methodology- To determine and test the hypothesis of the research a survey composed of 41 questions, divided into three main sections and a final section, is published on line during 26 days. The survey was replied by 556 respondents. Findings- The hypothesis which are tested and it is revealed that being female, an elder, having higher education or being a parent is not a reason to purchase organic products. On the other hand being married is a reason for purchase. Consumers do not consider cosmetic defects of organic products as a deterrent for not purchasing. Assured reliability on certification will increase organic product purchase, while packaging of organic products is important for consumers. Conclusion- The outputs of the research prove that the awareness on the benefits of organic products is increased among male and young consumers as well. People who have not a higher education degree also purchase organic products as the awareness is increases. Conscious consumers are paying attention to the packaging of organic products. The purchase rates and frequency shall increase when and if the reliability on certification is ensured and the increase on purchase can make organic product farming an economic resource for local farmers.