Araştırma Makalesi
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Tüketicilerin Organik Ürün Logolu Markalara Yönelik Değerlendirmelerinde Ölüm Kaygısının Rolü

Yıl 2021, Cilt: 12 Sayı: 31, 918 - 939, 20.08.2021
https://doi.org/10.21076/vizyoner.829046

Öz

Yaşamın sınırlı olduğunun kanıtı olan ölüm, yok olmayla ilişkilendirildiği için çoğu zaman insanlarda kaygı yaratmaktadır. Bireyden bireye farklılıklar gösteren ölüm kaygısı, doğumdan itibaren başlamakta olup, hayat boyu sürmektedir. Yaşanılan bu farklılıkların sebebi olarak yaş, cinsiyet, kültür gibi farklı unsurlar söylenebilir. Ayrıca genellikle ölüm kaygısı yaşayan bireyler de, sağlığını kaybetme korkusu da görünmektedir. Sağlıklarına dikkat etmek isteyen tüketiciler, katkısız gıdalara, sebze ağırlıklı beslenmeye veya organik ürünlere yönelmektedir. Diğer bir deyişle günümüzde sağlıklı yaşamaya odaklanan tüketicilerin bir çoğunun organik logolu markalara yöneldikleri söylenebilir. Bu sebeple çalışmada katılımcıların ölüm kaygısı ile organik markalara tutumlarının alt boyutları olan “organik markalara aşinalık”, “organik marka güvenirliği” “organik tüketici kimliği” “organik markalara psikolojik bağlılık” ve “organik logolu marka alımı” arasında ilişki olup olmadığı incelenmiştir. Çalışmada katılımcıların ölüm kaygısı ile organik ürün puanlarının tanımlayıcı özelliklere göre farklılaşıp, farklılaşmadığı da irdelenen konular arasındadır. Elde edilen verilere göre, ölüm kaygısı ile tüketicilerin organik tüketici kimliği arasında anlamlı bir ilişkinin var olduğu görülmektedir. Fakat araştırmaya göre katılımcıların ölüm kaygısı ile organik markalara aşinalık, organik marka güvenirliği, organik markalara psikolojik bağlılık ve organik logolu marka alımı tutumları arasında anlamlı bir ilişki bulunamamıştır. 

Kaynakça

  • Baker, S., Thompson, K. E. ve Engelken, J. (2004). Mapping the values driving organic food choice Germany vs the UK. European Journal of Marketing, 38(8), 995-1012.
  • Bilgin, N. ve Yıldız, N. (2005). Organik tarımın gelişimi ve bitki besleme açısından önemi. GAP, 4,743-750
  • Bloomberght. (2016, 22 Kasım). Migros Tazedirekt'i satın aldı. Erişim adresi: https://www.bloomberght.com/haberler/haber/1948431-migros-tazedirekti-satin-aldi, (06.11.2020).
  • Bozo, Ö., Tunca, A. ve Şimşek, Y. (2009). The effect of death anxiety and age on health-promoting behaviors: a terror-management theory perspective. The Journal of Psychology, 143(4), 377-389.
  • Chen, M. F. (2009). Attitude toward organic foods among Taiwanese as related to health consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle. British Food Journal, 111(2), 165-178.
  • Chinnici, G., D'Amico, M. ve Pecorino, B. (2002). A multivariate statistical analysis on the consumers of organic products. British Food Journal, 104 (3/4/5), 187-199.
  • Chuin, C. ve Choo, Y. (2009). Age, gender, and religiosity as related to death anxiety. Sunway Academic Journal, 6, 1-16.
  • Conte, H. R., Weiner, M. B. ve Plutchik, R. (1982). Measuring death anxiety: Conceptual, psychometric, and factor-analytic aspects. Journal of Personality and Social Psychology, 43(4), 775-785.
  • Cotter, R. P. (2003). High risk behaviors in adolescence and their relationship to death anxiety and death personifications. OMEGA-Journal of Death and Dying, 47(2), 119-137.
  • De Magistris, T. ve Gracia, A. (2008). The decision to buy organic food products in Southern Italy. British Food Journal, 110(9), 929-947.
  • Depaola, S. J., Griffin, M., Young, J. R. ve Neimeyer, R. A. (2003). Death anxiety and attitudes towardthe elderly among older adults: the role of gender and ethnicity. Death Studies, 27(4), 335-354.
  • Du, S., Bartels, J., Reinders, M. ve Sen, S. (2017). Organic consumption behavior: A social identification perspective. Food Quality and Preference, 1-9.
  • Emir, M. ve Demiryürek, K. (2014). Avrupa birliği ve Türkiye'deki organik tarım mevzuatındaki gelişmeler ve son yönetmeliklerin analizi. Adnan Menderes Üniversitesi Ziraat Fakültesi Dergisi, 11(2), 21-28.
  • Ens, C. ve Bond, J. (2005). Death anxiety and personal growth in adolescents experiencing the death of a grandparent. Death Studies, 29(2), 171-178.
  • Ertufan, H. (2008). Hekimlik uygulamalarında ölümle sık karşılaşmanın ölüm kaygısı üzerine etkisi. Doktora Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Eti, H. S. (2014). Organik gıdaların pazarlanması ve organik gıdalara karşı tüketici tutum ve davranışları analizi. Doktora Tezi, Namık Kemal Üniversitesi Fen Bilimleri Enstitüsü, Tekirdağ.
  • Firestone, R. W. (1993). Individual defenses against death anxiety. Death Studies, 17(6), 497-515.
  • Gil, J. M., Gracia, A. ve Sanchez, M. (2000). Market segmentation and willingness to pay for organic products in Spain. International Food and Agribusiness Management Review, 3, 207–226.
  • Goetzke, B., Nitzko, S. ve Spiller, A. (2014). Consumption of organic and functional food. A matter of well-being and health?, Appetite, 77C, 94-103.
  • Haberler.com (2012, 26 Temmuz). Organik kıyafetlere ilgi artıyor. Erişim adresi: https://www.haberler.com/organik-kiyafetlere-ilgi-artiyor-3816324-haberi/, (10.11.2020).
  • Halpin, D., & Brueckner, M. (2004). The retail pricing, labelling and promotion of organic food in Australia. D. Halpin (Ed.), The Australian Organic Industry: A Profile içinde (64–93). Canberra, Australia: Department of Agriculture and Fisheries.
  • Henley, N. ve Donovan, R. J. (2002-2003). death anxiety and threat appeals: toward a practical application in the context of health promotion. OMEGA, 46(3), 225-239.
  • Hughner, R. S., McDonagh, P., Prothero, A., Shultz II, C. J. ve Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour, 6, 94–110.
  • Hürriyet.com. (2016, 28 Ağustos). Sağlığına önem verenlere organik pazar rehberi. Erişim adresi: https://www.hurriyet.com.tr/lezizz/sagligina-onem-verenlere-organik-pazar-rehberi-36920671, (14.11.2020).
  • Karakuş, G., Öztürk, Z. ve Tamam, L. (2012). Ölüm ve ölüm kaygısı. Arşiv Kaynak Tarama Dergisi, 42-79.
  • Katz, S. (1978). The relationship of the midlife to death anxiety and self actualization. Dissertation and Theses, 3244.
  • Keller, J. W., Sherry, D. ve Piotrowski, C. (1984). Perspectives on death: a developmental study. The Journal of Psychology: Interdisciplinary and Applied, 116(1), 137-142.
  • Kellner, R., Abbott, P., Winslow, W. ve Pathak, D. (1987). Fears, beliefs, and attitudes in dsm-iii hypochondriasis. The Journal of Nervous and Mental Disease,175(1), 20-25.
  • Kumcu, E. H. (2019). Organik ürünlerin pazarlanmasi ve organik 3.0 stratejilerinin Türkiye açısından değerlendirilmesi. Doktora Tezi. Muğla Sıtkı Koçman Üniversitesi Sosyal Bilimler Enstitüsü, Muğla.
  • Kurt, Z. (2006). Organik tarım ürünleri pazarlaması ve uygulamalar. Yüksek Lisans Tezi. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Kurtuluş, K. (2010). Araştırma yöntemleri. İstanbul: Türkmen Kitabevi.
  • Kushwah, S., Dhir, A., Sagar, M. ve Gupta, B. (2019). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite, 143, 1-22.
  • Langs, R. (2004). Death anxiety and the emotion-processing mind. Psychoanalytic Psychology, 21(1), 31-53.
  • Lea, E. ve Worsley, T. (2005). Australians’ organic food beliefs, demographics and values. British Food Journal, 107(11), 855-869.
  • Lester, D. (1972). Studies in death attitudes: part two. Psychological Reports, 30.
  • Lin, J., Guo, J., Turel, O. ve Liu, S. (2019). Purchasing organic food with social commerce: An integrated food- technology consumption values perspective. International Journal of Information Management, 1-11.
  • Maglio, C. J. (1992). Meta-analysis of the effects of death education on death anxiety. Arizona State University: PhD Thesis.
  • Maheswaran, D. ve Agrawal, N. (2004). Motivational and cultural variations in mortality salience effects: Contemplations on terror management theory and consumer behavior. Journal of Consumer Psychology, 14(3), 213-218.
  • McLennan, J., Akande, A. ve Bates, G. W. (1993). Death anxiety and death denial: nigerian and australian students’ metaphors of personal death. The Journal of Psychology, 127(4), 399-407.
  • Momeyer, R. W. (1998). Confronting Death (Medical Ethics). Indianapolis: Indiana University Press.
  • Naresh, K. M. ve Birks, D. F. (2000). Marketing Research an Applied Approach. Prentice Hall.
  • Özdamar, K. (2004). Paket programlar ile istatiksel veri analizi. Eskişehir: Kaan Kitabevi.
  • Pearson, D. (2002). Marketing organic food: Who buys it and what do they purchase? Food Australia, 54(1-2), 31–34.
  • Pearson, D. ve Henryks, J. (2008). Marketing organic products: exploring some of the pervasive issues. Journal of Food Products Marketing, 14(4), 95-108.
  • Perkes, C. ve Schildt, R. (1978). Death-related attitudes of adolescent males and females. Death Education,2(4), 359-368.
  • Pierce, J., Cohen, A., Chambers, J. ve Meade, R. M. (2007). Gender differences in death anxiety and religious orientation among US high school and college students. Mental Health, Religion & Culture, 10(2), 143-150.
  • Pollak, J. (1979-80). Correlates of death anxiety: a review of empirical studies. OMEGA, 10(2), 97-121.
  • Pyszczynski, T., Greenberg, J., Solomon, S., Arndt, J. ve Schimel, J. (2004). Why do people need self-esteem? a theoretical and empirical review. Psychological Bulletin, 130(3), 435-468.
  • Radman, M. (2005). Consumer consumption and perception of organic products in Croatia. British Food Journal, 107(4), 263-273.
  • Schumaker, J. F., Warren, W. G. ve Groth-Marnat, G. (1991). Death anxiety in Japan and Australia. The Journal of Social Psychology, 131(4), 511-518.
  • Squires, L., Juric, B. ve Cornwell, B. (2001). Level of market development and intensity of organic food consumption: cross-cultural study of Danish and New Zealand consumers. Journal of Consumer Marketing, 18(5), 392-409.
  • Thorson, J. A. ve Powell, F. C. (1992). A revised death anxiety scale. Death Studies, 16(6), 507-521.
  • Tsakiridou, E., Boutsouki, C., Zotos, Y. ve Mattas, K. (2008). Attitudes and behaviour towards organic products: an exploratory study. International Journal of Retail & Distribution Management, 36(2), 158-175.
  • Westman, A. ve Kamoo, R. (1990). relationship between using conceptual comprehension of academic material and thinking abstractly about global life issues. Psychological Reports, 66, 387-390.
  • Yeni Asır. (2015, 11 Ağustos). Ege pamuğu yıldızları giydiriyor. Erişim adresi: https://www.yeniasir.com.tr/ekonomi/2015/11/08/ege-pamugu-yildizlari-giydiriyor, (12.11.2020).
  • Zakowska-Biemans, S. (2011). Polish consumer food choices and beliefs about organic food. British Food Journal, 113(1), 122-137.

The Role of Death Anxiety in Consumers' Evaluation of Brands with Organic Product Logo

Yıl 2021, Cilt: 12 Sayı: 31, 918 - 939, 20.08.2021
https://doi.org/10.21076/vizyoner.829046

Öz

Death, which is the proof that life is limited, often causes anxiety in people as it is associated with extinction. Death anxiety, which varies from individual to individual, starts from birth and continues throughout the life. Different factors such as age, gender can be cited as the reason for these variances. In addition, individuals who generally have death anxiety also have a fear of losing their health. Consumers who want to take care of their health incline to additive-free foods, vegetable-based diets or organic products. In other words, it may be claimed that most of the consumers who focus on healthy living today are turning to brands with organic logo products. For this reason, the study examines whether there is a relationship between death anxiety of the participants and the sub-dimensions of their attitudes towards organic brands: "familiarity with organic brands", "organic brand reliability", "organic consumer identity", "psychological commitment to organic brands" and "buying brands with organic logos". Whether the death anxiety of the participants and the organic product scores of the participants differ according to the descriptive characteristics or not is among the issues in the study. According to the analysis carried out within the framework of this purpose, it is seen that there is a statistically significant relationship between death anxiety and organic consumer identity of consumers. However, according to the research, no significant relationship is found between death anxiety of the participants and their familiarity with organic brands, organic brand reliability, psychological commitment to organic brands and their attitudes to buy organic branded brands. 

Kaynakça

  • Baker, S., Thompson, K. E. ve Engelken, J. (2004). Mapping the values driving organic food choice Germany vs the UK. European Journal of Marketing, 38(8), 995-1012.
  • Bilgin, N. ve Yıldız, N. (2005). Organik tarımın gelişimi ve bitki besleme açısından önemi. GAP, 4,743-750
  • Bloomberght. (2016, 22 Kasım). Migros Tazedirekt'i satın aldı. Erişim adresi: https://www.bloomberght.com/haberler/haber/1948431-migros-tazedirekti-satin-aldi, (06.11.2020).
  • Bozo, Ö., Tunca, A. ve Şimşek, Y. (2009). The effect of death anxiety and age on health-promoting behaviors: a terror-management theory perspective. The Journal of Psychology, 143(4), 377-389.
  • Chen, M. F. (2009). Attitude toward organic foods among Taiwanese as related to health consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle. British Food Journal, 111(2), 165-178.
  • Chinnici, G., D'Amico, M. ve Pecorino, B. (2002). A multivariate statistical analysis on the consumers of organic products. British Food Journal, 104 (3/4/5), 187-199.
  • Chuin, C. ve Choo, Y. (2009). Age, gender, and religiosity as related to death anxiety. Sunway Academic Journal, 6, 1-16.
  • Conte, H. R., Weiner, M. B. ve Plutchik, R. (1982). Measuring death anxiety: Conceptual, psychometric, and factor-analytic aspects. Journal of Personality and Social Psychology, 43(4), 775-785.
  • Cotter, R. P. (2003). High risk behaviors in adolescence and their relationship to death anxiety and death personifications. OMEGA-Journal of Death and Dying, 47(2), 119-137.
  • De Magistris, T. ve Gracia, A. (2008). The decision to buy organic food products in Southern Italy. British Food Journal, 110(9), 929-947.
  • Depaola, S. J., Griffin, M., Young, J. R. ve Neimeyer, R. A. (2003). Death anxiety and attitudes towardthe elderly among older adults: the role of gender and ethnicity. Death Studies, 27(4), 335-354.
  • Du, S., Bartels, J., Reinders, M. ve Sen, S. (2017). Organic consumption behavior: A social identification perspective. Food Quality and Preference, 1-9.
  • Emir, M. ve Demiryürek, K. (2014). Avrupa birliği ve Türkiye'deki organik tarım mevzuatındaki gelişmeler ve son yönetmeliklerin analizi. Adnan Menderes Üniversitesi Ziraat Fakültesi Dergisi, 11(2), 21-28.
  • Ens, C. ve Bond, J. (2005). Death anxiety and personal growth in adolescents experiencing the death of a grandparent. Death Studies, 29(2), 171-178.
  • Ertufan, H. (2008). Hekimlik uygulamalarında ölümle sık karşılaşmanın ölüm kaygısı üzerine etkisi. Doktora Tezi, Ege Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Eti, H. S. (2014). Organik gıdaların pazarlanması ve organik gıdalara karşı tüketici tutum ve davranışları analizi. Doktora Tezi, Namık Kemal Üniversitesi Fen Bilimleri Enstitüsü, Tekirdağ.
  • Firestone, R. W. (1993). Individual defenses against death anxiety. Death Studies, 17(6), 497-515.
  • Gil, J. M., Gracia, A. ve Sanchez, M. (2000). Market segmentation and willingness to pay for organic products in Spain. International Food and Agribusiness Management Review, 3, 207–226.
  • Goetzke, B., Nitzko, S. ve Spiller, A. (2014). Consumption of organic and functional food. A matter of well-being and health?, Appetite, 77C, 94-103.
  • Haberler.com (2012, 26 Temmuz). Organik kıyafetlere ilgi artıyor. Erişim adresi: https://www.haberler.com/organik-kiyafetlere-ilgi-artiyor-3816324-haberi/, (10.11.2020).
  • Halpin, D., & Brueckner, M. (2004). The retail pricing, labelling and promotion of organic food in Australia. D. Halpin (Ed.), The Australian Organic Industry: A Profile içinde (64–93). Canberra, Australia: Department of Agriculture and Fisheries.
  • Henley, N. ve Donovan, R. J. (2002-2003). death anxiety and threat appeals: toward a practical application in the context of health promotion. OMEGA, 46(3), 225-239.
  • Hughner, R. S., McDonagh, P., Prothero, A., Shultz II, C. J. ve Stanton, J. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour, 6, 94–110.
  • Hürriyet.com. (2016, 28 Ağustos). Sağlığına önem verenlere organik pazar rehberi. Erişim adresi: https://www.hurriyet.com.tr/lezizz/sagligina-onem-verenlere-organik-pazar-rehberi-36920671, (14.11.2020).
  • Karakuş, G., Öztürk, Z. ve Tamam, L. (2012). Ölüm ve ölüm kaygısı. Arşiv Kaynak Tarama Dergisi, 42-79.
  • Katz, S. (1978). The relationship of the midlife to death anxiety and self actualization. Dissertation and Theses, 3244.
  • Keller, J. W., Sherry, D. ve Piotrowski, C. (1984). Perspectives on death: a developmental study. The Journal of Psychology: Interdisciplinary and Applied, 116(1), 137-142.
  • Kellner, R., Abbott, P., Winslow, W. ve Pathak, D. (1987). Fears, beliefs, and attitudes in dsm-iii hypochondriasis. The Journal of Nervous and Mental Disease,175(1), 20-25.
  • Kumcu, E. H. (2019). Organik ürünlerin pazarlanmasi ve organik 3.0 stratejilerinin Türkiye açısından değerlendirilmesi. Doktora Tezi. Muğla Sıtkı Koçman Üniversitesi Sosyal Bilimler Enstitüsü, Muğla.
  • Kurt, Z. (2006). Organik tarım ürünleri pazarlaması ve uygulamalar. Yüksek Lisans Tezi. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
  • Kurtuluş, K. (2010). Araştırma yöntemleri. İstanbul: Türkmen Kitabevi.
  • Kushwah, S., Dhir, A., Sagar, M. ve Gupta, B. (2019). Determinants of organic food consumption. A systematic literature review on motives and barriers. Appetite, 143, 1-22.
  • Langs, R. (2004). Death anxiety and the emotion-processing mind. Psychoanalytic Psychology, 21(1), 31-53.
  • Lea, E. ve Worsley, T. (2005). Australians’ organic food beliefs, demographics and values. British Food Journal, 107(11), 855-869.
  • Lester, D. (1972). Studies in death attitudes: part two. Psychological Reports, 30.
  • Lin, J., Guo, J., Turel, O. ve Liu, S. (2019). Purchasing organic food with social commerce: An integrated food- technology consumption values perspective. International Journal of Information Management, 1-11.
  • Maglio, C. J. (1992). Meta-analysis of the effects of death education on death anxiety. Arizona State University: PhD Thesis.
  • Maheswaran, D. ve Agrawal, N. (2004). Motivational and cultural variations in mortality salience effects: Contemplations on terror management theory and consumer behavior. Journal of Consumer Psychology, 14(3), 213-218.
  • McLennan, J., Akande, A. ve Bates, G. W. (1993). Death anxiety and death denial: nigerian and australian students’ metaphors of personal death. The Journal of Psychology, 127(4), 399-407.
  • Momeyer, R. W. (1998). Confronting Death (Medical Ethics). Indianapolis: Indiana University Press.
  • Naresh, K. M. ve Birks, D. F. (2000). Marketing Research an Applied Approach. Prentice Hall.
  • Özdamar, K. (2004). Paket programlar ile istatiksel veri analizi. Eskişehir: Kaan Kitabevi.
  • Pearson, D. (2002). Marketing organic food: Who buys it and what do they purchase? Food Australia, 54(1-2), 31–34.
  • Pearson, D. ve Henryks, J. (2008). Marketing organic products: exploring some of the pervasive issues. Journal of Food Products Marketing, 14(4), 95-108.
  • Perkes, C. ve Schildt, R. (1978). Death-related attitudes of adolescent males and females. Death Education,2(4), 359-368.
  • Pierce, J., Cohen, A., Chambers, J. ve Meade, R. M. (2007). Gender differences in death anxiety and religious orientation among US high school and college students. Mental Health, Religion & Culture, 10(2), 143-150.
  • Pollak, J. (1979-80). Correlates of death anxiety: a review of empirical studies. OMEGA, 10(2), 97-121.
  • Pyszczynski, T., Greenberg, J., Solomon, S., Arndt, J. ve Schimel, J. (2004). Why do people need self-esteem? a theoretical and empirical review. Psychological Bulletin, 130(3), 435-468.
  • Radman, M. (2005). Consumer consumption and perception of organic products in Croatia. British Food Journal, 107(4), 263-273.
  • Schumaker, J. F., Warren, W. G. ve Groth-Marnat, G. (1991). Death anxiety in Japan and Australia. The Journal of Social Psychology, 131(4), 511-518.
  • Squires, L., Juric, B. ve Cornwell, B. (2001). Level of market development and intensity of organic food consumption: cross-cultural study of Danish and New Zealand consumers. Journal of Consumer Marketing, 18(5), 392-409.
  • Thorson, J. A. ve Powell, F. C. (1992). A revised death anxiety scale. Death Studies, 16(6), 507-521.
  • Tsakiridou, E., Boutsouki, C., Zotos, Y. ve Mattas, K. (2008). Attitudes and behaviour towards organic products: an exploratory study. International Journal of Retail & Distribution Management, 36(2), 158-175.
  • Westman, A. ve Kamoo, R. (1990). relationship between using conceptual comprehension of academic material and thinking abstractly about global life issues. Psychological Reports, 66, 387-390.
  • Yeni Asır. (2015, 11 Ağustos). Ege pamuğu yıldızları giydiriyor. Erişim adresi: https://www.yeniasir.com.tr/ekonomi/2015/11/08/ege-pamugu-yildizlari-giydiriyor, (12.11.2020).
  • Zakowska-Biemans, S. (2011). Polish consumer food choices and beliefs about organic food. British Food Journal, 113(1), 122-137.
Toplam 56 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Halkla İlişkiler
Bölüm Araştırma Makaleleri
Yazarlar

Yelda Ülker 0000-0001-8105-2686

Yayımlanma Tarihi 20 Ağustos 2021
Gönderilme Tarihi 20 Kasım 2020
Yayımlandığı Sayı Yıl 2021 Cilt: 12 Sayı: 31

Kaynak Göster

APA Ülker, Y. (2021). Tüketicilerin Organik Ürün Logolu Markalara Yönelik Değerlendirmelerinde Ölüm Kaygısının Rolü. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 12(31), 918-939. https://doi.org/10.21076/vizyoner.829046

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