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- Title
TÜKETİCİLERİN DOĞAL BAL ALGISI VE SATINALMA DAVRANIŞLARINI ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA.
- Authors
BİLİCİ, Fatih
- Abstract
This study aims to understand consumers' perceptions and preferences regarding natural honey by focusing on various dimensions. Based on data collected through online surveys and analyzed using structural equation modeling with the Smart PLS program, the research reveals strong relationships among health product awareness, perceived nutritional value, food safety, price, quality, color perception, attitude toward natural honey, willingness to pay more, and purchasing behavior. Positive correlations are observed between increased health product awareness, perceived nutritional value, food safety, price, and quality, leading to a more positive attitude toward natural honey. Both light and dark-colored honey perceptions influence perceived quality, with dark-colored honey perception having a more substantial impact. The positive effects of attitude toward natural honey on willingness to pay more and purchasing behavior are significant, strong, and positive. These findings indicate that consumers prefer natural honey based on health product features, nutritional value, food safety, price, quality, and color perception, and these preferences manifest in their purchasing behavior.
- Publication
Uludag Bee Journal, 2024, Vol 24, Issue 1, p92
- ISSN
1303-0248
- Publication type
Article
- DOI
10.31467/uluaricilik.1431615