Examining the effect of food image consumption value and past experience on local food consumption motivation

The purpose of this thesis is to consider the effect of domestic visitors' hedonic and utilitarian consumption value, past experience and food image on motivation to consume local food. For this purpose, the literature was searched and the variables discussed in the study were examined. Quantitative research model was preferred to test the created hypothesis. The data were obtained by survey method. Together with the data obtained, the construct validity and reliability of the measurement tool were checked and verified with appropriate analyzes. Regression analysis was performed to test the predicted relationship between the variables in the study. As a result of the analysis of the data obtained within the scope of the study, it was observed that hedonic and utilitarian consumption value, past experience and food image had a positive and significant effect on the motivation to consume local food. Therefore, the hypothesis suggested in the study was accepted. In the light of the findings, suggestions were made to practitioners and future researchers.