The relationship between consumption values, purchase intention and behavior in the scope of functional foods

This thesis examines the effect of individuals' consumption values on functional food purchase intentions and the process of this intention turning into purchasing behavior. Functional foods are among the products that offer additional health benefits and are increasingly taking their place in consumers' nutritional preferences. Therefore, understanding the factors that determine consumers' purchase intentions for functional foods is an important research topic in terms of businesses and marketing strategies. Within the scope of the study, data was collected from 400 participants using the online survey method and the obtained data were analyzed using descriptive statistics, factor analysis and regression analysis methods. The questionnaire form included scales to measure consumers' attitudes and purchase intentions towards functional foods, and questions regarding demographic characteristics were also added. During the research process, the effect of consumption values on functional food purchase intentions and the process of this intention turning into purchasing behavior were discussed in detail. As a result, this research examined the effect of consumption values on functional food purchase intentions and the process of this intention turning into actual purchasing behavior in detail. The findings revealed that emotional value has the greatest impact on purchase intention, followed by novelty value, functional value-quality and situational value. In addition, it was determined that functional food purchase intention positively affects consumers' actual purchase behavior. These findings provide important strategic information for businesses operating in the functional food sector. In particular, developing marketing strategies that will strengthen consumers' emotional ties, investing in innovative products and adopting communication strategies that increase quality perception can positively affect consumers' purchase intentions.a