Consumers’ Purchase Intention toward Safety Labeled Dairy Products in the Black Sea Region of Turkey

Abstract

About half of raw milk production in Turkey is sold under unsanitary conditions in open-air markets or by street vendors without following appropriate food safety standards and the consumers face a very high risk of consuming potentially unsafe dairy products. This research aims to assess consumers' awareness and attitudes about food safety, and to assess the market potential of certified labeled dairy products by determining consumers' purchase intention toward such products. The data was collected from a survey of 423 urban households by using the method of simple random sampling in Trabzon and Samsun provinces. In order to assess the market potential of certified labeled dairy products, an ordered probit model was specified and estimated to determine factors that may affect respondents' purchase decision. The study reveals that a vast majority of the respondents was not aware of food safety standards and they often purchased unsafe dairy products from farmers or open-air markets. The estimated model results show that factors such as food safety attribute, food poisoning experience, looking for food safety assurance, having information about food safety standards, college education and income have significant positive effects on consumers' purchase intention toward safety labeled dairy products, while concern for food poisoning has a significant negative effect. ÖZETTürkiye'de üretilen sütün yaklaşık yarısı açık pazarlarda veya sokak satıcıları tarafından sağlıklı olmayan koşullarda satılmakta ve tüketiciler gıda güvenirliği olmayan süt ürünlerini tüketmelerinden dolayı potansiyel olarak yüksek bir risk

A termelői piacok fogyasztói – nemzetközi és hazai kitekintés The consumers of the farmers’ markets – global and local outlook

“…Fogyasztói preferenciák és motivációk Baker et al, 2009;Carson et al, 2016;Conner et al, 2010;Dodds et al, 2014;Dukeshire et al, 2015;Fehrenbach -Wharton, 2012;Garner -Ayala, 2018;Grebitus et al, 2017;Gumirakiza et al, 2014Gumirakiza et al, , 2017Halldorsdottir -Nicholas, 2016;Kadanali -Demir, 2018;Shi -Hodges, 2016;Spilkova et al, 2013] Jellemző fogyasztók a termelői piacokon Abelló et al, 2014;Berg -Preston, 2017;Grebitus et al, 2017 Fogyasztók és termelők közötti kölcsönhatásokat, motivációs különbségek Carson et al, 2016;Hunt, 2007;Leiper -Clarke-Sather, 2017 Termelői piacok működésében bekövetkező változások Bett et al, 2013;Blasi et al, 2015;Halldorsdottir -Nicholas, 2016 Helyi élelmiszerekkel szemben felmerülő attitűdök megítélése Asebo et al, 2007;Brown, 2003;Conner et al, 2010 Termelői piacok és a kereskedelmi egységek termékei közötti különbségek Bavorova et al, 2016 Fogyasztói tudatosság, fenntarthatóság és a termelői piacok környezetvédelmi előnyeinek fogyasztói észlelése Bozoglu et al, 2014;Szabó -Juhász, 2015;Dukeshire et al, 2015;Grebitus et al, 2017;Jadudova et al, 2018;Polimeni et al, 2018 Forrás: saját szerkesztés…”

“…A társadalmi szempontok másfajta megközelítésében a termelő és fogyasztó közötti közvetlen kommunikáció és információcsere emelhető ki, amely a bizalmi kapcsolat megalapozásához elengedhetetlen. A környezeti szempontokkal kapcsolatos értékek egyre jelentősebb szerepet töltenek be világszerte, így a fenntarthatóság, a helyi gazdaságok támogatása, a származási hely és az ökológiai szempontok mind fontosak a fogyasztók számára [Baker et al, 2009;Bavorova et al, 2016;Blasi et al, 2015;Bozoglu et al, 2014;Carson et al, 2016;Conner et al, 2010;Dodds et al, 2014;Dukeshire et al, 2015;Fehrenbach -Wharton, 2012;Gumirakiza et al, 2014;Halldorsdottir -Nicholas, 2016;Leiper -Clarke-Sather, 2017]. A környezeti tényezőkkel kapcsolatos értékek azok, amelyek jellemzően a tudatos, képzett és felelősségteljes fogyasztók gondolkodásmódjában jelennek meg.…”

Urban households’ willingness to pay for milk safety in Samsun and Trabzon provinces of Turkey

“…Milk is identified as a high-risk food product and the most important problem of the dairy sector in Turkey is low quality raw milk due to inadequate hygiene in dairy farms, transportation, storage and packaging facilities. High levels of contaminants in milk are detrimental to the health and well-being of Turkish consumers (Bozoglu et al , 2014) and the government is trying to improve food safety. One of these efforts ensured legislative alignment with the EU and international standards.…”

“…Ergönül (2013) evaluated consumer awareness and perception of food safety for several foods including dairy products and found that TV and radio programs were important information sources about food safety for consumers. Bozoglu et al (2014) assessed consumers’ purchase intention toward safety-labeled dairy products in Turkey and found that factors such as food safety concerns and satisfaction, residence, education and income have significant effects. While the above studies have contributed to an understanding of Turkish consumers’ concerns toward the safety of dairy products, their WTP for milk safety has not been studied yet.…”

“…Three different methods have been used to elicit consumers’ WTP for food safety: contingent valuation (CV); (Latouche et al , 1998; Boccaletti and Moro, 2000; McCluskey et al , 2005), auction experiment (Bernard and Bernard, 2009) and choice experiment (Enneking, 2004; Wolf et al , 2011; Bai et al , 2013; Sckokai et al , 2014). Since the CV approach is usually derived based on the random utility theory (McFadden, 1974; Manski, 1977), discrete models are predominantly used to analyze the amount of WTP for food safety and its determinants such as binomial probit (Xu et al , 2010), ordered probit (Bozoglu et al , 2014), ordered choice model (Cheng et al , 2015), conditional logit (Bai et al , 2013) and a random parameters logit (Sckokai et al , 2014). On the other hand, censoring or hedonic type models are used to identify which factors play a role in determining the amount of WTP.…”