Yerliye Bağlılık: Tüketici Etnosentrizminin ve Yerlici Eğilimlerin Çankırı Kaya Tuzu Tercihleri Üzerindeki Etkisi
DOI:
https://doi.org/10.63556/ankad.v10i1.322Anahtar Kelimeler:
tüketici etnosentrizmi- yerli eğilim- satın alma niyeti- ürün değerlendirme- yerel gıda pazarlamasıÖzet
Bu çalışma, tüketici etnosentrizmi ve yerlici eğilimlerin, yerel bir ürün olan Çankırı kaya tuzuna yönelik satın alma niyeti üzerindeki etkilerini ve bu etkide ürün değerlendirme algısının aracı rolünü incelemektedir. Aynı örneklem üzerinde iki farklı modelin karşılaştırmalı olarak test edilmesi, farklı tüketici motivasyonlarının yerel ürün tercihleri üzerindeki etkisini daha bütüncül şekilde değerlendirmeye imkân vermektedir. 408 katılımcı verisiyle yapılan araştırma sonucunda, hem etnosentrizmin hem de yerlici eğilimlerin satın alma niyeti üzerinde anlamlı ve pozitif yönde etkili olduğu; ürün değerlendirme algısının ise bu ilişkide istatistiksel olarak anlamlı bir kısmi aracılık üstlendiği görülmüştür. Çalışma, kültürel değerlerle ürün algılarının birlikte ele alınmasının, yerel ürünlerin pazarlanmasında etkili stratejiler geliştirilmesine katkı sağlayabileceğini göstermektedir. Bu bağlamda araştırma, yerel ürün tüketimi bağlamında karşılaştırmalı aracı değişken analizi sunarak literatüre kavramsal bir derinlik kazandırmakta ve pazarlama uygulamaları için anlamlı çıkarımlar sunmaktadır.
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