Organik tüketicilerin kişisel değerler çerçevesinde sınıflandırılması
Özet
The purpose of this study was to investigate the relationship between personal values and organic food buying behaviour. Besides, organic consumers were segmented into clusters depending on their List of Values (LOV) structure. These clusters were analyzed by means of their reasons and intentions to buy organic food and their attitudes and interest to organic food. The study was implemented with the consumers in Ankara in 2008 Summer.The results show that, personal values can be reduced into 2 factors named ?Hedonistic? and ?Conservative?. In Addition, organic consumer behaviours can be measured with a 4 factor and 22 item scale.Hedonistic values are found more important than Conservative values in all of the clusters. Hedonistic values like fun and enjoyement of life and excitement are affecting the consumers? acceptance of products, which giving delight and excitement, in a positive way. Organic foods are trying to change the life style and create healty generations for the future. Thus, organic products and hedonistic values are both percieved more important.It is also observed that; sense of heath and environment, confidence, price, smell and taste and accesibility has a discriminating power to differentiate the clusters. These elements are affecting the organic food purchase in a positive way