Investigating the influence of sustainability-oriented value orientation on consumers' intentions to purchase organic agricultural products

In this thesis, the effect of sustainability-oriented value orientation on the intention to purchase organic agricultural products has been investigated. Furthermore, the environmental, social, and economic dimensions of sustainability-oriented value orientation have been addressed, and the impact of these dimensions on the consumption of organic agricultural products has been evaluated. The study also examined the influence of demographic characteristics such as gender, age, marital status, educational background, employment status, and income level on sustainability-oriented value orientation and the intention to purchase organic agricultural products. This research was conducted based on a quantitative research methodology. Convenience sampling technique was employed for participant selection. During the data collection process, an online survey method was used, and a total of 403 valid responses were analyzed. For data collection, the "Sustainability-Oriented Value Orientation Scale" and the "Intention to Purchase Organic Agricultural Products Scale" were utilized. The obtained data were evaluated using statistical methods such as descriptive statistics, independent samples t-test, one-way analysis of variance (ANOVA) for control variables, and regression analysis for dependent/independent variables. The findings of the study indicate that participants generally have a moderate to high level of intention to purchase organic agricultural products. Among the dimensions of sustainability, the environmental dimension was found to be the strongest predictor of the intention to purchase organic agricultural products, followed by the social and economic dimensions. It was revealed that sustainability-oriented value orientation has a significant and strong effect on the intention to purchase organic agricultural products. Moreover, this effect was found to significantly differ according to certain socio-demographic variables such as marital status and employment status, while no significant differences were observed with respect to gender, age, education level, and income level. The results demonstrate that sustainability values influence individuals' purchasing decisions and that this influence may vary depending on individuals' social conditions. Accordingly, it is recommended that policies and practices aimed at promoting sustainable consumption be planned by taking into account individuals' lifestyles and employment statuses. Key Words: Sustainability, Purchase Intention, Organic Agricultural Products, Value Orientation