The effects of organic food understanding in the scope of green marketing on the purchase intention of consumers

In this study, it is aimed to reveal the effect of consumers' organic food knowledge, environmental awareness and health awareness on purchase intention for organic foods, one of the most important categories of ecological products. For this purpose, statistical analyses of the hypotheses were made through the data obtained from the sample selected from the Diyarbakır province. The data were obtained through an online survey from 513 consumers determined by simple random sampling method, one of the non-probability based sampling methods. Within the scope of the research, SPSS 22 program was used for reliability analysis, descriptive statistics and exploratory factor analysis, and SmartPLS program was used for confirmatory factor analysis and structural equation modeling. In line with the results of the analysis, the main hypothesis of the study was partially accepted. It was found that the attitude of organic food knowledge and environmental awareness did not affect the purchase intention, while the other hypotheses were accepted. As a result of the research, it was observed that attitude towards organic foods and purchase intention positively affected the health awareness dimension.