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    Do We Know Organic Food Consumers? The Personal and Social Determinants of Organic Food Consumption
    (Istanbul Univ, Sch Business, 2019) Unal, Sevtap; Deveci, F. Gorgun; Yildiz, Tugba
    The main aim of this study is determining which consumption motives and personal and social factors affect organic food buying decisions. Ajzen's Planned Behavior Theory (TPB) is used to explain consumers' organic food selection behaviors. In addition, the moderating role of uncertainty about organic foods and the mediating role of the price of organic foods were tested. Data were gathered via a survey of consumers of organic foods in Turkey. The research model was tested by Structural Equation Modeling (SEM) via Smart PLS3. The findings showed that consumptions motives of healthiness, easiness, mood, and convenience-price of organic foods motivate consumers to buy organic foods. In addition, environmental concern and negative emotions influence on attitudes towards organic foods and purchase intentions. On the other hand, subjective norms and self-monitoring do not influence attitudes towards organic foods and subsequent purchase intentions. Uncertainty has a moderating effect on the relationship between attitudes and purchase intentions whereas price has no mediating effect on the relationship between attitudes and purchase intentions.
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    INVESTIGATION OF CONSUMERS 'ORGANIC FOOD PURCHASES IN THE CONTEXT OF THE RELATIONSHIP OF PERSONAL VALUES AND INDIVIDUAL FACTORS
    (Mehmet Akif Ersoy Univ, 2020) Ercis, Aysel; Yildiz, Tugba; Deveci, F. Gorgun
    In this study, it was aimed to determine the factors affecting consumers organic food purchase intention. In this direction; individual factors of personal values, attitude towards purchasing organic food of individual factors, and the effect of this variable on the organic food purchase intention was investigated. The role of moderator in the relationship between subjective norms' organic food purchasing attitude and organic food purchase intention is discussed. According to the results of the research, while personal values affect individual factors; while health and environmental consciousness have an impact on the attitude towards purchasing organic food, price consciousness has no effect. In addition, the findings show that the attitude towards purchasing organic food has an impact on the purchase intention. Finally, the subjective norm has a moderator effect between the organic food purchase intention and the attitude towards purchasing organic food.
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    TOURIST DECISION-MAKING WHEN SELECTING A DESTINATION: AN ANALYTICAL HIERARCHY PROCESS ANALYSIS OF CONSUMPTION VALUES
    (Univ Utara Malaysia Press, 2025) Turk, Bahar; Yildiz, Tugba; Dursun, Mehmet Tahir
    Within the context of tourism-related activities, numerous factors may influence a traveller's choice of destinations. Therefore, it is crucial to understand which factors will mostly influence destination selection. It is common knowledge that in a destination selection process, people are likely to visit sites they believe are worthwhile. The Analytical Hierarchy Process (AHP) was used in the study, and the data were collected from twelve experts, including six academicians of tourism and destination marketing, and six tour guides with more than ten years of experience in the sector. The research aims to determine the priority order of consumption values in determining the preferences of tourists for the destinations they have selected. The results show that epistemic value was the most important factor in determining a tourist's choice of destination. Moreover, it was found that the following dimensions, namely functional value, i.e., worth the money, emotional value, i.e., feel secure, social value, i.e., meet friendly and hospitable people, epistemic value, i.e., providing novelty experiences, and conditional value, i.e., personal safety have also been given priority. By identifying the priorities of a tourist in the destination selection process, it is envisaged that tourism businesses operating in tourist destinations will be able to provide better value-added activities, such as in food and beverage, lodging, entertainment, and travel agencies. In providing theoretical and empirical information for those involved in the sector, a more efficient process is thus ensured. With the help of this knowledge of what is expected of tourists as consumers, it will be easier to develop comprehensive strategies and solutions.