INTERNATIONAL JOURNAL OF SOCIAL HUMANITIES SCIENCES RESEARCH (JSHSR)

Abstract


A RESEARCH ON INTENTION TO PURCHASE OF ORGANIC FOOD AMONG Y GENERATION

There has been rapid change in communication and information technologies between 1980 and 1999, during this years born people are called as Generation Y. In this study there has been a research on the organic food consumers purchase intention among the Y generation. To this purpose, hypotheses on the relationship between Moral norm, price, health consciousness, food safety consciousness and attitude toward organic food and intention to purchase of organic food have been analyzed with data which are obtained 303 university students through structured survey. This specific group was selected because, compared to the general population in same ages, its members are more likely to experience and be familiar with organic foods. The data are analyzed by Spss 20 program. As a result of the analyzes made in the research, the relationship between Moral norm, price, health consciousness, food safety consciousness and attitude toward organic food and intention to purchase of organic food have been found positive correlation. At the same time, There is also a positive relationship between the attitude towards organic food and the intention to purchase organic food.



Keywords
Generation Y, Organic Food, Consumer Behavior



References

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