The impact of digital marketing on consumers' organic product purchasing decisions: City of Istanbul sample

In recent times, with the increase in diseases and disruptions in the ecological system, leading to adverse effects on the health of humans and other living beings, changes have begun to emerge in consumers' lifestyles. Consumers are now showing a preference for organic agricultural products that do not pose health risk, do not harm natural resources, and promote sustainability. As a result of this inclination, the global trade of organic agricultural products has experienced significant growth, with many countries, especially developed ones, shifting their focus towards the organic food market. With the advancement of technology in recent years, the usage of devices such as smart phones and tablets has also surged, and digital channels have gained considerable importance in marketing. Notably, the widespread use of social media has transformed it into marketing. Notably, the widespread use of social media has transformed it into a marketing tool adopted by businesses. To cope with the intense competitive environment and avoid falling behind other companies, businesses have embraced digital marketing practices for brand promotions. The objective of this research is to determine the extent to which digital marketing practices influence consumers who purchase organic products. The study aims to measure which digital marketing practices have an impact on consumers' and preferred by them. Additionally, the research seeks to assess the level of knowledge consumers with different demographic characteristics possess about organic agricultural products and to gauge the effectiveness of digital marketing efforts on consumer purchasing behavior. Keywords: Organic Agricultural Product, Consumer Purchasing Behavior, Consumer Preferences, Digital Marketing Advisor: Dr. Instructor Onur Köprülü, Department of Organic Agricultural Management, Mersin University, Mersin vii