CONSUMER MOTIVATIONS TOWARDS ECO-FRIENDLY FOOD PRODUCTS: A CONSUMER SURVEY ON ORGANIC FOODS

The increasing concern of individuals on environmental and health issues has increased the importance of studies on organic food products. This study aims to classify and define the individuals who consume organic food under the assumption that they may have different attitudes and behaviors. Empirical data were collected from a cross-sectional market survey which was applied to 552 individuals in the major cities of the seven regions of Turkey during the period March-August 2018. The obtained data were analyzed using descriptive statistics, factor analysis, and ordered probit model. The results have shown that 3 discrete groups perform organic food consumption (enthusiast reluctant and skeptical) with different buying and consumer attitudes and behaviors. Enthusiast consumers' main motivations are health, safety, nutrition, and taste, and unlike other groups, they do not perceive the price of organic foods as high. While reluctant consumers have consumption barriers in terms of accessibility, knowledge, and benefit, prestige is the most effective factor in the consumption of their organic products. Finally, skeptical consumers are the group with the lowest consumption level and price, certification and lack of control are the main reasons for their low consumption.