Vol. 7 No. 3 (2022): Turkish Journal of Marketing
Articles

Young consumers' attitudes together with geo-labelled food products and the effect of ethnocentric perceptions on purchasing intention

Seda MUTİ TABANLI
PhD. Student, Erciyes University, Kayseri, Turkiye
Mehmet Şükrü AKDOĞAN
Prof. Dr., Kyrgyz-Turkish Manas Unıversity, Kyrgyz Republic

Published 09/25/2022

Keywords

  • Geographical Indications Product Marketing, Sustainable Agricultural Development, Sustainable Marketing, Consumer Ethnocentrism
  • Coğrafi İşaretli Ürün Pazarlaması, Sürdürülebilir Tarımsal Kalkınma, Sürdürülebilir Pazarlama, Tüketici Etnosentrizmi

How to Cite

MUTİ TABANLI, S., & AKDOĞAN, M. Şükrü. (2022). Young consumers’ attitudes together with geo-labelled food products and the effect of ethnocentric perceptions on purchasing intention. Turkish Journal of Marketing, 7(3), 105–124. https://doi.org/10.30685/tujom.v7i3.157

Abstract

The intensive use of technology in food products standardizes them and makes it difficult to distinguish products with their own geographical region characteristics. As a result of consumers' search for difference, quality and naturalness, products with geographical indications offer unique tastes bearing the cultural value of a particular region to elite consumer groups. In addition, geographically indicated products also affect consumers who want to support sustainability and act with national feelings in their purchasing decisions since they carry domestic signs of origin. The study aims to determine the factors that are effective in the adoption of geographically indicated products by consumers and to determine the effects of these factors on purchase intention. In the study, a questionnaire was applied to young consumers between the ages of 18 and 35 across Turkey who tend to purchase geo-labelled products between May and July 2021, and 336 people were reached. The hypotheses created in the model were tested with the regression method. As a result of the statistical analysis, It has been determined that the factors of quality and reliability, economic support, attitude towards culture and tradition and consumer ethnocentrism affect purchase intention.

Downloads

Download data is not yet available.

References

  1. Arı, E. S., & Madran, C. (2011). Satın alma kararlarında tüketici etnosentrizmi ve menşe ülke etkisinin rolü. Öneri Dergisi, 9(35), 15-33.
  2. Bonnet, C., & Simioni, M. (2001). Assessing consumer response to protected designation of origin labelling: a mixed multinomial logit approach. European Review of Agricultural Economics, 28(4), 433–449.
  3. Bryła, P. (2015). The role of appeals to tradition in origin food marketing, a survey among polish consumers. Appetite, 91, 302–310.
  4. Bryła, P. (2019). Regional ethnocentrism on the food market as a pattern of sustainable consumption. Sustainability,11, 6408.
  5. Cei, L., Defrancesco E., & Stefani, G. (2018). From geographical ındications to rural development: a review of the economic effects of european union policy. Sustainability, 10, 3745.
  6. Çalışkan,V., & Koç, H. (2012). Türkiye'de coğrafi işaretlerin dağılış özelliklerinin ve coğrafi işaret potansiyelinin değerlendirilmesi. Doğu Coğrafya Dergisi, 17(28), 193-214.
  7. De Boni, A., Pasqualone, A., Roma, R., & Acciani, C. (2019). Traditions, health and environment as bread purchase drivers: a choice experiment on high-quality artisanal Italian bread. J. Clean. Prod. 221, 249e260. https://doi.org/10.1016/jclepro.2019.02.261.
  8. DOKA, Doğu Karadeniz Coğrafi İşaret Stratejisi, Araştırma Raporu ve 2020-2022 Eylem Planı, T.C. Sanayi ve Teknoloji Bakanlığı. Aralık 2019.
  9. Espejel J., Fandos C., & Flavia´n C. (2008). Consumer satisfaction a key factor of consumer loyalty and buying intention of a PDO food product. British Food Journal, 11(9), 865-881.
  10. Evanschitzky, H., Wangenheim, F., Woisetschläger, D., & Blut, M. (2008). Consumer ethnocentrism, in the German market. International Marketing Review, 25(1), 7-32.
  11. Fernández-Ferrín, P., Bande, B., Galán-Ladero, M.M., Martín-Consuegra, D., Díaz, E. & Castro-González, S. (2019). Geographical indication food products and ethnocentric tendencies: The importance of proximity, tradition, and ethnicity. J. Clean. Prod, 241, 118-210.
  12. Fikri Mülkiyet (1967). Paris Antlaşması, (Erişim Tarihi: 15.07.2021). https://fikrimulkiyet.com/mevzuat/paris-anlasmasi.
  13. Garantı, Z. (2019). Genz willingness to purchase products with geographical indications. Akdeniz İİBF Dergisi, 19(2), 299-325.
  14. Gineikiene J., Schlegelmilch B., & Ruzeviciute R. (2016). Our apples are healthier than your apples: deciphering the healthiness bias for domestic and foreign products. Journal of International Marketing, 24(2), 80–99.
  15. Giovannucci, D., Barham, E., & Pirog, R. (2009). Defining and marketing ‘local’ foods: geographical ındications for U.S. products. Journal of World Intellectual Property, 1-29.
  16. Gökovalı, Ü. (2007). Coğrafi İşaretler ve ekonomik etkileri: Türkiye örneği. İktisadi ve İdari Bilimler Dergisi, 2, 142-160.
  17. Hanus, G. (2020). Ethnocentrism in polish consumer food behaviour as a determinant of short supply chain development. European Journal of Sustainable Development, 9(4), 169-180.
  18. Karoui, S., & Khemakhem, R. (2019). Consumer ethnocentrism in developing countries. European Research on Management and Business Economics, 25, 63–71.
  19. Lans van der, I.A., Ittersium K. Van, Cicco A. D., & Loseby M. (2001). The role of the region of origin and EU certificates of origin in consumer evaluation of food products. European Rewiev of Agricultural Economics, 28(4),451-477.
  20. Lorcu, F. (2015). Örneklerle Veri Analizi SPSS Uygulamalı. Ankara: Detay Yayıncılık
  21. Menapace, L., & Moschini, G. (July 25-27, 2010). Quality certification by geographical ındications, trademarks and firm reputation, Agricultural & Applied Economics Association 2010AAEA. CAES, & WAEA Joint Annual Meeting, Denver, Colorado.
  22. Mevzuat (1995), Coğrafi İşaretlerin Korunması Hakkında Kanun Hükmünde Kararname. (Erişim Tarihi: 10.06.2021). http://www.mevzuat.gov.tr/MevzuatMetin/4.5.555.pdf.
  23. Nakip, M. (2013). Pazarlamada araştırma teknikleri ve spss uygulamaları. Ankara: Seçkin Yayıncılık.
  24. Olenıuch, I., & Cıchocka, I. (2015). Regıonal food products and regıon-wıse consumer ethnocentrısm. Modern Management Revıew, 22(1), 143-153.
  25. Onurlubaş, E., & Altunışık, E. (2019). Tüketici etnosentrizmi ve marka imajının satın alma niyeti üzerindeki etkisi: gıda tüketicileri üzerine bir uygulama. Uluslararası Toplum Araştırmaları Dergisi, 10(17), 279-307.
  26. Özdemir Tosun, H. (26, Kasım, 2020). Kovid-19 doğal ürünlere ilgiyi artırdı. (Erişim Tarihi: 17.06.2021). https://www.aa.com.tr/tr/turkiye/kovid-19-dogal-urunlere-ilgiyi-artirdi/2056682.
  27. Pekerşen, Y., &Ayaz, E.Ü. (2020). Akademisyenlerin Yöresel Yemeklerin Sürdürülebilirliğinde İthal Gıda Ürünü Kullanımı Konusundaki Görüşleri. Adıyaman Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(35), 743-777.
  28. Perrea, T., Mamalis, S., Melfou, K.Papanagiotou, P., & Krystallis, A. (2015). Exploring the moderating role of Consumer Ethnocentrism on Consumer Value perceptions towards own-country Geographic Indication foods. EAAE Seminar Intellectual Property Rights for Geographical Indications: What is at Stake in the TTIP?.
  29. Schneider, G. K., & Ceritoğlu, A. B. (2010). Yöresel ürün imajının tüketici satın alma davranışı ve yüksek fiyat ödeme eğilimi üzerindeki etkisi: İstanbul ilinde bir uygulama. Pazarlama ve Pazarlama Araştırmaları Dergisi, 6, 29-52.
  30. Schnettler, B., Sánchez M., Miranda H., Orellana, L., Sepúlveda, J., Mora M, Lobos, G., & Hueche, C. (2017). Country of origin" effect and ethnocentrism in food purchase in Southern Chile”. Revista de la Facultad de Ciencias Agrarias, 49(2), 243-267.
  31. Shanmugam, A., Harihara R., & Ramakrishnan, P.R. (2021). The Effect Of Tradition And Nostalgia on Regional Ethnocentrism and Edible Product Buying. Journal of Contemporary Issues in Business and Government, 27(1), 3438-3449.
  32. Shimp, T.A., & Sharma, S.S. (1987). Consumer ethnocentrism: construction and validation of cetscale. Journal of Marketing Research, 24, 280-289.
  33. Sumner, W.G. (1960). Folkways: a study of the sociological importance of usages, manners, customs, mores and morals. New York, The New American Library of World Literature.
  34. Tabachnıck, Barbara G., & Fıdell Linda, S. (2012). Using Multivariate Statistics. 6 edition Boston: Pearson.
  35. Tekeloğlu, Y. (2019). Coğrafi İşaretler ve Türkiye Uygulamaları, Ufuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(15), 47-75.
  36. Tepe, S. (2008). Coğrafi İşaretlerin Ekonomik Etkileri, T.C. Türk Patent Enstitüsü Markalar Dairesi Başkanlığı. Uzmanlık Tezi, Ankara.
  37. Teuber, R. (2011). Consumers’ and producers’ expectations towards geographical indications Empirical evidence for a German case study. British Food Journal, 113(7), 900-918.
  38. Ticaretle Bağlantılı Fikri Mülkiyet Hakları Anlaşması (TRIPS), (Erişim Tarihi: 22.06.2021). https://fikrimulkiyet.com/mevzuat/ticaretle-baglantili-fikri-mulkiyet-haklari/.
  39. Toklu, İ. T., Ustaahmetoğlu E., & Öztürk Küçük H. (2016). Tüketicilerin Coğrafi İşaretli Ürün Algısı ve Daha Fazla Fiyat Ödeme İsteği: Yapısal Eşitlik Modellemesi Yaklaşımı. Yönetim ve Ekonomi, 23(1), 146-161.
  40. Torlak, Ö., Altunışık, R., & Özdemir, Ş., (2017). Pazarlama İlkeleri ve Yönetimi. 3. b., Beta Basım.
  41. TRUEFOOD-Traditional United Europe Food, (2006). Publishable Final Activity Report. ContractN° FOOD-CT-2006-016264. (Erişim Tarihi: 25.06.2021). https://cordis.europa.eu/project/id/16264/reporting
  42. Türk Patent, (Haziran 2020). Türk Patent ve Marka Kurumu, Coğrafi İşaretler ve Geleneksel Ürün Adları, (Erişim Tarihi: 22.06.2021). https://www.turkpatent.gov.tr/TURKPATENT/commonContent/Publications.
  43. Uyar, K., & Dursun Y. (2015). Farklı Ürün Kategorilerinde Yabancı Markalama ve Tüketici Etnosentrizmi. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(2), 363-382.
  44. Vandecandelaere, E., Teyssier, C., Barjolle D., Jeanneaux P., Fournier S., & Beucherie, O. (2020). Strengthening sustainable food systems through geographical indications: an analysis of economic impacts. Food and Agriculture Organization of the United Nations Rome.
  45. Van Ittersum, K., Meulenberg, M. T., Van Trijp, H. C., & Candel, M. J. (2007). Consumers’ appreciation of regional certification labels: a Pan‐European study. Journal of Agricultural Economics, 58(1), 1-23.
  46. Verbeke, W., & Ward, R. V. (2006). Consumer interest in information cues denoting quality, traceability and origin: An application of ordered probit models to beef labels. Food Quality and Preference. 17, 453–467.
  47. Yöresel Ürünler ve Coğrafi İşaretler Türkiye Araştırma Ağı (YÜCİTA). Coğrafi İşaret, (Erişim Tarihi: 22.08.2021). https://yucita.org/cografi-isaret.