A pilot research on the relationship between consumer involvements for organic products and purchasing reasons

The main purpose of this study is to examine the relationship between organic product and the levels of organic product interest of consumers and the reasons of purchasing organic products. In this study, it is also aimed to reveal the reasons of purchasing consumer organic products and to examine how these factors change accordingly to consumers organic product shopping habits and demographic characteristics.. In order to examine the relationship between the variables determined within the objective, data was collected from 620 people via survey method. Collected data were analysed by exploratory factor analysis, Cronbach Alpha, ANOVA, t-test and correlation. According to the findings, it is obtained that there are 3 factors affecting the purchase of organic products. These factors are named as health, environmental sensitivity and taste. According to the research findings, the reasons for involvement collected under two factors as personal ınvolvement and environmental involvement. In this thesis, the relationship between both the level of care of the consumers towards organic products and reasons of purchasing organic products has been tested. Consumer involvement levels divided into high and low. According the results, was determined that there was relationship between the consumers' reasons for purchasing organic products and their levels of involvement. It is also seen that the reasons for purchasing organic products differs according to their purchasing habits and demographic characteristics.