Consumer attitudes and behaviors in marketing organic foods with e-commerce: The example of Mersin province

With the rapid increase in the world population, the rapid development of technology, and the changing of people's needs and priorities over time, there is a need to analyze the preferences of consumers. In particular, the growing demand in organic agricultural products has increased the importance of ways to obtain these products more easily, more reliably and at more affordable prices for customers. In addition, the epidemic caused by the Covid-19 virus, which has recently affected the whole world, has clearly revealed the lack of e-commerce applications to meet people's needs such as buying organic food products. For this purpose, in this study, consumers' online shopping experiences, especially their experiences of purchasing organic food through online shopping, and consumers' attitudes and behaviors towards purchasing organic food through purchasing organic food products, were investigated on a local scale within the scope of Mersin province. E-commerce marketing examined. In addition, consumers' attitudes and behaviors towards purchasing organic food online were evaluated through the Attitude, Perceived Risk, Perceived Ease of Use and Perceived Benefit scales applied to the participants. In addition, it was also examined whether demographic information such as age, gender, education level, income, previous experiences and future purchasing intention would have an impact on attitudes and behaviors towards purchasing organic food online. As a result of the research; statistically significant and positive relationship was found between the total scale score and the intention structure (r=.416, p<.001). In other words, as the participants' opinions and attitudes towards purchasing organic food online increase positively, the intention to purchase organic food online also increases. Additionally, total scores on the scale were found to predict behavior in a statistically significant and in a positive way. In other words, if the individual's ideas and attitudes towards purchasing organic food online are positive, the likelihood of performing online organic food purchasing behavior increases. Keywords: Organic Food, Online Shopping, E-Commerce, Consumer Behavior