MOTIVATION AND HEALTH IN THE EMBODIMENT OF ORGANIC FOOD CONSUMPTION TRENDS

摘要

Especially in recent years, concerns in consumers5 minds have changed their food consumption preferences. These changes have led consumers to prefer healthier and higher quality products. Also, the fact that health consciousness and food safety have attracted more attention in society in recent years is an important factor in this issue. Within the scope of the study, the effect of motivation, health consciousness and food safety on consumers’ intention to purchase organic food was investigated, and the relationship between demographic characteristics and these variables was examined. The study was carried out on 461 people selected by a simple random sampling method. The results reveal that consumers who consume organic products have high education levels and middle income. While consumers having an ethical way of thinking purchase organic agriculture and food products, they also pay attention to issues such as health, animal welfare, environment, and quality. It is an important fact that the motivations behind the organic food preference of consumers affect consumer behaviors. Especially biotechnology is one of the sensitive issues. It also appears that consumers tend to be willing to buy more organic food if any. In this respect, it is important to increase the number of organic markets in order tofacilitate the accessibility of consumers to organic agriculture and food products. Online sales will be effective in increasing consumption. It is important for organic producers to adopt a consumer-oriented marketing approach that will include all consumers and direct their strategies accordingly.