THE EVALUATION OF ORGANIC FOOD PURCHASE INTENTION IN TERMS OF CONSUMPTION VALUE THEORY AND INVOLVEMENT: AN EMPIRICAL STUDY IN TURKEY

Abstract

Throughout the past years, worldwide interest in organic food has increased, as well as in Turkey. Several studies were done to understand what affects the organic food purchase intention. This study is done in Turkey to understand what affects the organic food purchase intention in terms of consumption values theory (functional value, emotional value, social value) with the mediation of involvement. The questionnaire was distributed and the responses of 386 respondents were analysed. The findings of this study showed that there is a positive direct significant relationship between functional value (quality + price), and emotional value with the organic food purchase intention, there is a negative direct relationship between social value and organic food purchase intention. Involvement fully mediates the relationship between functional value-price and purchase intention, whereas it partially mediates the relationship between emotional value and purchase intention. Involvement doesn’t mediate the relationship between social value and functional value-quality with the purchase intention. Last thing, involvement positively affects the organic food purchase intention.