Food consumption through online trade: Analysis of determining factors

In this study, a survey was conducted with the aim of revealing the online food shopping attitudes of individuals in Turkey and examining whether this attitude differs by the individuals' demographic characteristics. Primary data collected through fieldwork conducted in 12 provinces selected from the regions at the level of Nomenclature of Territorial Units for Statistics Level 1 (NUTS-1) were used. The fieldwork was performed by completing a questionnaire consisting of 34 questions via telephone interviews. In the analyses econometrically estimated probability models were used. As a result, when the findings obtained from the study are evaluated, it is seen that although the internet provides advantages such as saving time, convenience, competitive prices and more choice, many consumers are still hesitant to buy food products on the internet and prefer traditional face-to-face shopping methods. Providing full customer security, wide product range, offering reasonable prices to consumers, delivering products to customers quickly, ease of use of the website, increased promotional and opportunity products, offering free of charge delivery service, holding the customers harmless in the aftersales problems, and increased online shopping sites ads are among the most important factors that increase the possibility of buying food products from the internet. These findings can guide businesses that want to improve their online shopping experience and reach more customers. Keywords: Online Trade, Consumer Behavior, Attitude, Food Consumption