Factors Affecting Consumption of Imported Turkish Organic Foods: Consumer Intention and Preferences

Abstract

This study aims to find out the factors affecting Turkish origin organic food consumption intentions and preferences in foreign markets by comparing Product Country Image (PCI) impact with other factors. A conceptual model was structured within the Theory of Planned Behavior (TPB) framework, and significant factors were grouped under three fundamental concepts: (1) attitude toward behavior (personal factors), (2) subjective norm (social factors), and (3) perceived behavioral control (product factors). A questionnaire form was prepared in accordance with Fuzzy Analytical Hierarchy Process (FAHP) which allows for minimizing the uncertainty in multi-criteria decision making. An online survey was created and implemented in different regions of America, Asia, Europe, Africa, and Australia, with a total sample size of 31 which is considered to be an adequate number for FAHP method. Respondents were selected among the imported organic food consumers by using the snowball sampling method. Results indicate that while PCI ranks lower among the product factors, it attains more importance compared to the personal factors. Another finding is that the most effective (weighted) sub-factor on the imported organic food consumption intention is quality, which involves the sub-factors healthy, freshness, and taste. In conclusion, consumer perceptions concerning imported Turkish organic foods hover around quality, and there is no negative prejudice against PCI of imported Turkish organic products. The results are crucial to develop effective international marketing strategies for high-quality Turkish organic products that will meet the primary needs of foreign consumers. Ethics committee approval was obtained for this study according to the Manisa Celal Bayar University Social and Human Sciences Scientific Research and Publication Ethics Committee's declaration dated 12.10.2020 and numbered 2020/10.