Yerliye Bağlılık: Tüketici Etnosentrizminin ve Yerlici Eğilimlerin Çankırı Kaya Tuzu Tercihleri Üzerindeki Etkisi

Yazarlar

DOI:

https://doi.org/10.63556/ankad.v10i1.322

Anahtar Kelimeler:

tüketici etnosentrizmi- yerli eğilim- satın alma niyeti- ürün değerlendirme- yerel gıda pazarlaması

Özet

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.

Yazar Biyografisi

İlknur AYAR, Çankırı Karatekin Üniversitesi

İlknur Ayar, Gazi Üniversitesi Büro Yönetimi Öğretmenliği lisans eğitiminin ardından, yine Gazi Üniversitesi’nde Büro Yönetimi Eğitimi alanında yüksek lisansını tamamlamış ve doktora derecesini Karabük Üniversitesi İşletme Anabilim Dalı’ndan "Tüketicilerin sürdürülebilir tüketim niyeti" üzerine yazdığı tezle almıştır. 2010 yılından itibaren öğretim görevlisi olarak görev yapmış olup, halen Çankırı Karatekin Üniversitesi’nde Büro Yönetimi ve Yönetici Asistanlığı Programı’nda Dr. Öğretim Üyesi olarak görev yapmaktadır. Akademik çalışmaları tüketici davranışları, sürdürülebilir tüketim, hizmet kalitesi algısı gibi alanlara odaklanmakta olup, SSCI ve TR Dizin kapsamında  ulusal ve uluslararası dergilerde makaleleri yayımlanmıştır.

Referanslar

Akbarov, S. (2022). Consumer ethnocentrism and purchasing behavior: Moderating effect of demographics. Journal of Islamic Marketing, 13(4), 898–932. https://doi.org/10.1108/JIMA-02-2020-0047

Akbıyık, F. (2024). Examining the mediating effect of brand equity and e-WOMM on the influence of consumer cultural ethnocentrism on perception of perfectionism: Research on TOGG. Journal of Anatolian Cultural Research (JANCR), 8, 498–519. https://doi.org/10.15659/jancr.v8i3.219

Alam, M. A., Roy, D., Akther, R., & Hoque, R. (2022). Consumer ethnocentrism and buying intentions on electronic products: Moderating effects of demographics. South Asian Journal of Marketing, 3(2), 82–96. https://doi.org/10.1108/SAJM-03-2021-0032

Ardisa, C., Rohman, F., & Puspaningrum, A. (2022). Country of origin and perceived quality in mediating the influence of consumer ethnocentrism on purchase intention. Jurnal Aplikasi Manajemen, 20(3). https://doi.org/10.21776/ub.jam.2022.020.03.09

Aysuna, C. (2006). Tüketici etnosentrizmi etkisini ölçmede CETSCALE ölçeği ve Türkiye uygulaması (Yayınlanmamış yüksek lisans tezi). Marmara Üniversitesi, Sosyal Bilimler Enstitüsü.

Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: a multidimensional unfolding approach. Journal of the academy of marketing science, 32(1), 80-95.

Bianchi, C., & Mortimer, G. (2015). Drivers of local food consumption: A comparative study. British Food Journal, 117(9), 2282–2299. https://doi.org/10.1108/BFJ-03-2015-0111

Bond, C., Thilmany, D., & Bond, J. (2008). Understanding consumer interest in product and process-based attributes for fresh produce. Agribusiness, 24(2), 231–252. https://doi.org/10.1002/agr.20191

Bryła, P. (2019). Regional ethnocentrism on the food market as a pattern of sustainable consumption. Sustainability, 11(22), 6408. https://doi.org/10.3390/su11226408

Bryła, P. (2021). Selected predictors of consumer ethnocentrism in the food market (gender differences). Energies, 14(22), 7667. https://doi.org/10.3390/en14227667

Carapeto, C., Brum, S., & Rocha, M. J. (2018). Which table salt to choose? Journal of Nutrition & Food Science, 8(3), 701. https://doi.org/10.4172/2155-9600.1000701

Chambers, S., Lobb, A., Butler, L., Harvey, K., & Traill, W. B. (2007). Local, national and imported foods: A qualitative study. Appetite, 49(1), 208-213. https://doi.org/10.1016/j.appet.2007.02.003

Charton-Vachet, F., Lombart, C., & Louis, D. (2020). Impact of attitude towards a region on purchase intention of regional products: The mediating effects of perceived value and preference. International Journal of Retail & Distribution Management, 48(7), 707–725. https://doi.org/10.1108/IJRDM-09-2019-0315

Chaturvedi, P., Agnihotri, D., & Tripathi, V. (2024). Exploring the role of consumer ethnocentrism in predicting the purchase intention for locally produced organic food in an emerging market. British Food Journal, 126(2), 738–757. https://doi.org/10.1108/BFJ-04-2023-0323

Choi, J., Park, J., Jeon, H., & Asperin, A. E. (2021). Exploring local food consumption in restaurants through the lens of locavorism. Journal of Hospitality Marketing & Management, 30(8), 982-1004. https://doi.org/10.1080/19368623.2021.1923608

Chryssochoidis, G., Krystallis, A., & Perreas, P. (2007). Ethnocentric beliefs and country‐of‐origin (COO) effect: Impact of country, product and product attributes on Greek consumers' evaluation of food products. European Journal of Marketing, 41(11/12), 1518–1544. https://doi.org/10.1108/03090560710821288

Contini, C., Romano, C., Boncinelli, F., Scozzafava, G., & Casini, L. (2017). Does ‘local’ matter in restaurant choice? Results of a discrete choice experiment targeting German and Italian consumers. Agricultural and Food Economics, 5, 1-15. https://doi.org/10.1186/s40100-017-0092-y

Çabuk, S., Tanrikulu, C., & Gelibolu, L. (2014). Understanding organic food consumption: Attitude as a mediator. International Journal of Consumer Studies, 38(4), 337–345. https://doi.org/10.1111/ijcs.12078

Dentoni, D., Tonsor, G. T., Calantone, R. J., & Peterson, H. C. (2009). The direct and indirect effects of ‘locally grown’ on consumers’ attitudes towards agri-food products. Agricultural and Resource Economics Review, 38(3), 384–396. https://doi.org/10.1017/S1068280500009631

Edwards-Jones, G., Milà i Canals, L., Hounsome, N., Truninger, M., Koerber, G., Hounsome, B., Cross, P., York, E. H., Hospido, A., Plassmann, K., Harris, I. M., Edwards, R. T., Day, G. A. S., Tomos, A. D., Cowell, S. J., & Jones, D. L. (2008). Testing the assertion that ‘local food is best’: The challenges of an evidence-based approach. Trends in Food Science & Technology, 19(5), 265–274. https://doi.org/10.1016/j.tifs.2008.01.008

Ercoşkun, H. (2025). Gourmet salts and molecular gastronomy. Aydın Gastronomy, 9(1), 233–247. https://doi.org/10.17932/iau.gastronomy.2017.016/gastronomy_v09i10014

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. Journal of Cleaner Production, 241, Article 118210. https://doi.org/10.1016/j.jclepro.2019.118210

Fernández-Ferrín, P., Bande, B., Martín-Consuegra, D., Díaz, E., & Kastenholz, E. (2020). Sub-national consumer ethnocentrism and the importance of the origin of food products: An exploratory analysis. British Food Journal, 122(3), 995–1010. https://doi.org/10.1108/BFJ-09-2019-0746

Fernández-Ferrín, P., Calvo-Turrientes, A., Bande, B., Artaraz-Miñón, M., & Galán-Ladero, M. M. (2018). The valuation and purchase of food products that combine local, regional and traditional features: The influence of consumer ethnocentrism. Food Quality and Preference, 64, 138–147. https://doi.org/10.1016/j.foodqual.2017.09.015

Fitzgerald, K. J. (2015). Thinking globally, acting locally: Locavorism and humanist sociology. Humanity & Society, 40(1), 3-21. https://doi.org/10.1177/0160597615619273

Hamin & Elliott, G. (2006). A less‐developed country perspective of consumer ethnocentrism and “country of origin” effects: Indonesian evidence. Asia Pacific Journal of Marketing and Logistics, 18(2), 79–92. https://doi.org/10.1108/13555850610658246

Hayes, A. F. (2022). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (3rd ed.). The Guilford Press.

Hsu, J., & Nien, H. (2008). Who are ethnocentric? Examining consumer ethnocentrism in Chinese societies. Journal of Consumer Behaviour, 7(6), 436–447. https://doi.org/10.1002/cb.262

Huddleston, P., Good, L. K., & Stoel, L. (2001). Consumer ethnocentrism, product necessity and Polish consumers’ perceptions of quality. International Journal of Retail & Distribution Management, 29(5), 236–246. https://doi.org/10.1108/09590550110390896

Jin, B. E., Shin, D. C., Yang, H., Jeong, S. W., & Chung, J. (2024). Consumer religiosity, cosmopolitanism and ethnocentrism in Indonesia. International Journal of Retail &Amp; Distribution Management, 52(3), 277-294. https://doi.org/10.1108/ijrdm-11-2022-0455

Kim, S. H., & Huang, R. (2021). Understanding local food consumption from an ideological perspective: Locavorism, authenticity, pride, and willingness to visit. Journal of Retailing and Consumer Services, 58, 102330. https://doi.org/10.1016/j.jretconser.2020.102330

Merle, A., Herault-Fournier, C., & Werle, C. O. C. (2016). The effects of indication of local geographical origin on food perceptions. Recherche et Applications En Marketing (English Edition), 31(1), 26-42. https://doi.org/10.1177/2051570715626367

Migliore, G., Rizzo, G., Schifani, G., Quatrosi, G., Vetri, L., & Testa, R. (2021). Ethnocentrism effects on consumers’ behavior during COVID-19 pandemic. Economies, 9(4), 160. https://doi.org/10.3390/economies9040160

Miguel, L. P., Marques, S. H., & Duarte, A. P. (2023). Characterising the fruit and vegetables consumer ethnocentrism in a southern European Country: An assessment of the reliability and validity of the “CETSCALE” in Portugal. Food Quality and Preference, 105, 104770. https://doi.org/10.1016/j.foodqual.2022.104770

Mutia, F. A. (2021). The role of consumer ethnocentrism on perceived quality, perceived price, and brand image towards local brand purchase. Journal of Business, Management, and Social Studies, 1(2), 77-89. https://doi.org/10.53748/jbms.v1i2.19

Netemeyer, R. G., Durvasula, S., & Lichtenstein, D. R. (1991). A cross-national assessment of the reliability and validity of the CETSCALE. Journal of Marketing Research, 28(3), 320-327. https://doi.org/10.1177/002224379102800306

Nguyen, T. D., Nguyen, T. T. M., & Barrett, N. J. (2008). Consumer ethnocentrism, cultural sensitivity, and intention to purchase local products - Evidence from Vietnam. Journal of Consumer Behaviour, 7(1), 88–100. https://doi.org/10.1002/cb.238

Orth, U. R., & Firbasová, Z. (2003). The role of consumer ethnocentrism in food product evaluation. Agribusiness, 19(2), 137–153. https://doi.org/10.1002/agr.10051

Ouellet, J.-F. (2007). Consumer racism and its effects on domestic cross-ethnic product purchase: An empirical test in the United States, Canada, and France. Journal of Marketing, 71(1), 113-128. https://doi.org/10.1509/jmkg.71.1.113

Rahimi, Z., Hasnat, M. A., Kara, M., & Ahmad, F. (2023). Consumer ethnocentric tendencies in purchasing foreign products: a study in Afghanistan. Uluslararası Ekonomi İşletme Ve Politika Dergisi, 7(2), 402-422. https://doi.org/10.29216/ueip.1311862

Reich, B. J., Beck, J. T., & Price, J. (2018). Food as ideology: Measurement and validation of locavorism. Journal of Consumer Research, 45(4), 849-868. https://doi.org/10.1093/jcr/ucy027

Riefler, P. (2020). Local versus global food consumption: The role of brand authenticity. Journal of Consumer Marketing, 37(3), 317–327. https://doi.org/10.1108/JCM-02-2019-3086

Riptiono, S., Anggraeni, A. I., Suroso, A., & Azizah, S. N. (2020). Intention to purchase local food products among indonesian young consumers. Humanities &Amp; Social Sciences Reviews, 8(4), 1285-1294. https://doi.org/10.18510/hssr.2020.84121

Salman, M., & Naeem, U. (2015). The impact of consumer ethnocentrism on purchase intentions: local versus foreign brands. Lahore Journal of Business, 3(2), 17-34. https://doi.org/10.35536/ljb.2015.v3.i2.a2

Saunders, M., Lewis, P., & Thornhill, A. (2009). Research methods for business students (5th ed.). Prentice Hall.

Sekhar, C., Krishna, S., Kayal, G. G., & Rana, N. P. (2022). Does brand credibility matter? The case of organic food products. British Food Journal, 124(3), 987–1008. https://doi.org/10.1108/BFJ-03-2021-0326

Sevim, N., Eroglu Hall, E., & Abu-Rayya, H. M. (2016). The role of religion and acculturation in the consumer ethnocentrism of Turkish immigrants in Germany. Religions, 7(3), 29. https://doi.org/10.3390/rel7030029

Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280–289. https://doi.org/10.1177/002224378702400304

Siamagka, N. T., & Balabanis, G. (2015). Revisiting consumer ethnocentrism: review, reconceptualization, and empirical testing. Journal of International Marketing, 23(3), 66-86.

Siemieniako, D., Kubacki, K., Glińska, E., & Krot, K. (2011). National and regional ethnocentrism: a case study of beer consumers in poland. British Food Journal, 113(3), 404-418. https://doi.org/10.1108/00070701111116464

Skallerud, K., & Wien, A. H. (2019). Preference for local food as a matter of helping behaviour: Insights from Norway. Journal of Rural Studies, 67, 79–88. https://doi.org/10.1016/j.jrurstud.2019.02.020

Sobol, K., Cleveland, M., & Laroche, M. (2018). Globalization, national identity, biculturalism and consumer behavior: A longitudinal study of Dutch consumers. Journal of Business Research, 82, 340–353. https://doi.org/10.1016/j.jbusres.2016.02.044

Spielmann, N., & Bernelin, M. (2015). Locavores: where you buy defines who you are. International Journal of Retail & Distribution Management, 43(7), 617-633.

Stanton, J. L., Wiley, J. B., & Wirth, F. F. (2012). Who are the locavores? Journal of Consumer Marketing, 29(4), 248–261. https://doi.org/10.1108/07363761211237326

Surya, A. P. (2023). The role of consumer attitude in mediating religiosity and ethnocentrism on purchase intention of local halal cosmetics product. International Journal of Economics, Business and Management Research, 07(06), 137-160. https://doi.org/10.51505/ijebmr.2023.7610

Tan, W. L., Azlan, A., & Noh, M. F. M. (2016). Sodium and potassium contents in selected salts and sauces. International Food Research Journal, 23(5), 2181-2186.

Tavares, M., Tavares, F., Alves, B., Costa, J., & Ramalho, M. (2019). Locavorism through control society logic: An analysis of the possibilities of food activism and/or brand modeling. Advances in Applied Sociology, 9, 538–550. https://doi.org/10.4236/aasoci.2019.911039

Thøgersen, J., Pedersen, S., & Aschemann-Witzel, J. (2019). The impact of organic certification and country of origin on consumer food choice in developed and emerging economies. Food Quality and Preference, 72, 10–30. https://doi.org/10.1016/j.foodqual.2018.09.003

Tunar Özcan, N. (2023). Thermal effect on the geo-engineering characteristics of a rock salt. PLOS ONE, 18(3), e0283435. https://doi.org/10.1371/journal.pone.0283435

Wang, C. L., & Chen, Z. X. (2004). Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects. Journal of Consumer Marketing, 21(6), 391-400. https://doi.org/10.1108/07363760410558663

Wu, L., Qu, Y., Zhao, S., & Zhou, S. (2022). The impact of brand image on laptop purchasing intention -the moderating role of consumer ethnocentrism. International Journal of Business, Economics and Management, 9(1), 1-19. https://doi.org/10.18488/62.v9i1.2904

Yalçın, E., & Ertem, M. E. (1997, 16-17 Ekim). Deniz tuzlarının Türkiye tuz potansiyelindeki yeri. 2. Endüstriyel Hammaddeler Sempozyumu, İzmir, Türkiye (208-215).

Zebal, M. A. & Jackson, F. H. (2019). Cues for shaping purchase of local retail apparel clothing brands in an emerging economy. International Journal of Retail &Amp; Distribution Management, 47(10), 1013-1028. https://doi.org/10.1108/ijrdm-11-2018-0241

Zeugner-Roth, K. P., Žabkar, V., & Diamantopoulos, A. (2015). Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective. Journal of International Marketing, 23(2), 25–54. https://doi.org/10.1509/jim.14.0038

Zhang, T., Grunert, K. G., & Zhou, Y. (2020). A values-beliefs-attitude model of local food consumption: An empirical study in China and Denmark. Food Quality and Preference, 83, 103916. https://doi.org/10.1016/j.foodqual.2020.103916

Zhong, S. (2023). Relational proximity: The search for local food in China. Food, Culture & Society, 1–19. https://doi.org/10.1080/15528014.2023.2239105

İndir

Yayınlanmış

2026-02-24

Nasıl Atıf Yapılır

AYAR, İlknur. (2026). Yerliye Bağlılık: Tüketici Etnosentrizminin ve Yerlici Eğilimlerin Çankırı Kaya Tuzu Tercihleri Üzerindeki Etkisi . Anadolu Kültürel Araştırmalar Dergisi, 10(1), 83–102. https://doi.org/10.63556/ankad.v10i1.322

Benzer Makaleler

<< < 2 3 4 5 6 

Bu makale için ayrıca gelişmiş bir benzerlik araması başlat yapabilirsiniz.