The role of word of mouth in purchasing behavior of organic products

The aim of this research is to investigate the role of word-of-mouth communication in the buying behavior of organic products. The questionnaire form prepared in accordance with the purpose was applied to 450 consumers over the age of 18 who purchased organic products in the Aegean Region in January 2022 and who voluntarily agreed to participate in the study. As a result of the research; It has been determined that all dimensions that determine the role of word of mouth communication in purchasing organic products are highly effective and these dimensions are in positive relations with each other. It has been determined that the role of word of mouth communication in the purchase of organic products differs according to the variables, age, having a child, educational status, occupation and income status, except for gender and marital status of the participants. From this, it was concluded that the role of word of mouth communication in the purchase of organic products differs in the participants of different ages, with or without children, with different education and income levels and different occupations.