Farkındalık ve Olumlu Algılamanın Bitki Bazlı Et Tercih Niyetine Etkisinin İncelenmesi: Türkiye'de Bir Saha Çalışması
Author :
Abstract
Çeşitli bitki ve baharatların bir araya getirilmesiyle hayvan etine benzeyen bitkisel kaynaklı et ürünlerinin tercih edilmesi, son zamanlarda araştırmacıların ilgisini çekmeye başlayan bir konudur. Bu alana yatırım yapan işletmelerin etkinliği ve tüketicilerin bitki bazlı et ile ilgili faydalar elde edebilmeleri, bu ürünlerin benimsenmesini etkileyen faktörlerin bilinmesine bağlıdır. Bu araştırmada, bitki bazlı etin tercih edilme niyetinde; farkındalığın ve olumlu algıların rolü sorgulanmaktadır. Bu kapsamda Türkiye'de betimsel bir saha çalışması gerçekleştirilmiş, birincil veriler çevrimiçi anket yöntemiyle toplanmış ve SPSS ile analiz edilmiştir. Analiz bulgularına göre; olumlu algılama ve farkındalığın, bitki bazlı et tüketme niyetinde etkili değişkenler olarak belirlenmiştir. Son olarak, araştırmanın bulguları yorumlanarak işletmelere ve araştırmacılara yönelik öneriler geliştirilmiştir.
Keywords
Abstract
The preference of plant-based meat products, which resemble animal meat by combining various herbs and spices, is a topic that has recently begun to attract the attention of researchers. The effectiveness of businesses investing in this area and the ability of consumers to gain plant-based meat-related benefits depend on knowing the factors that affect the adoption of these products. In this research, the role of awareness and positive perceptions in the preference intention of plant-based meat is questioned. In this context, a descriptive field study was carried out in Turkey, primary data were collected by online survey method and analyzed with SPSS. According to the findings of the analysis; positive perceptions and awareness are determined as effective variables in the intention to consume plant-based meat. Finally, the findings of the research were interpreted and recommendations for businesses and researchers were developed.
Keywords
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