The adaptation of geographically indicated foods to gluten-free diet and the effect on consumer intention

This study aims to develop and commercialize gluten-free alternative product varieties within the scope of geographically indicated foods in the Western Black Sea region. Initially, the products with the highest demand for gluten-free conversion were identified. A study conducted via social media (Instagram) reached 322 participants with gluten sensitivity. Using a survey technique, the most demanded product was identified for each of seven different provinces. Gluten-free product development trials were conducted with two tests for each of these products. As a result of these tests, the gluten-free conversions yielding the best outcomes were Akçakoca mancarlı pide, Safranbolu kıtırı, Bartın gözlemesi, and Bolu patatesli ekmeği. Following the results of sensory tests, feedback was obtained from 12 individuals with celiac disease and their parents regarding the products. Based on the focus group discussion, the gluten-free Safranbolu kıtırı, identified as the most preferred product, determined the model and variables for the final phase of the study, the quantitative section. The field study on the gluten-free Safranbolu kıtırı examined the impact of sensory experience on switching intention, while also investigating the mediating roles of satisfaction and switching costs in this relationship. The study population consisted of tourists who had visited Safranbolu at least once. Using a purposive sampling method, which is one of the non-probability sampling techniques, data were collected from 700 participants. The data, gathered between March 5 and May 7, 2024, revealed that sensory experience significantly influenced satisfaction but had no direct effect on switching intention or switching costs. It was found that both satisfaction and switching costs had a significant impact on switching intention. Mediation analysis indicated that satisfaction mediated the relationship between sensory experience and switching intention; however, switching costs did not mediate the effect of satisfaction on switching intention. In conclusion, based on the findings, it was determined that the gluten-free Safranbolu kıtırı has a high market potential and could gain commercial value.