The effect of some behavioral variables on consumers' decisions to purchase healthy food products during the epidemic process: The case of Ağrı

In this study, it was aimed to determine the effect of the variables of consumers' expectation of access to healthy food and fear of getting sick in Ağrı province on their purchasing intentions and decisions. Convenience sampling method was used in the research. Face-to-face survey technique was used as a data collection tool. A survey was conducted with 388 consumers. In the study, frequency analysis was conducted regarding the demographic variables of the participants (age, income, gender, occupation and educational status), and mean and standard deviation values were calculated. For the hypotheses, mean and standard deviation values were found, and reliability, validity, normality and regression analyzes were performed. Analysis results were obtained from the SPSS package program. As a result of the regression analysis, it was concluded that although there was no relationship between the expectation of accessing healthy food and purchasing intention, the expectation of accessing healthy food affected purchasing decisions. It has been determined that the fear of getting sick affects purchasing decisions through purchasing intention. It has been determined that consumers make more purchasing decisions under the fear of getting sick, and quality is important in their purchasing decisions.