Consumers' level of knowledge on food additives: The effects of risk perception, trust perception, attitudes towards behavior on purchase behavior

In this thesis, it is aimed to examine the knowledge level of consumers residing in Ankara about food additives; the relationships between consumers' current knowledge levels about food additives and their attitudes, risk perception, perception of trust and purchase intentions towards food additives. In this study, quantitative research design was preferred and data were collected by questionnaire method. Structural equation modeling was preferred in the study because it was aimed to evaluate the variables of knowledge level, attitude towards behavior, trust, risk perception and purchase intention of consumers in the 18-55+ age group residing in Ankara province and to examine the relationship between more than two variables. In line with the purpose of the study, the knowledge levels of the participants about food additives were evaluated and the relationship between the knowledge levels of consumers and their risk perception towards food additives, perception of trust, attitude towards behavior and purchase intentions were examined. As a result of the findings, the average knowledge score of the consumers was found to be 57.5. As a result of the analyzes, there was a correlation between the knowledge levels of consumers about food additives and their purchasing intentions (p<0.05); a significant relationship was found between the knowledge levels of consumers and their perceptions of trust (p<0.05) and the level of knowledge of consumers about food additives and their risk perceptions (p<0.05). However, no significant relationship was found between the knowledge levels of consumers about food additives and their attitudes towards behavior (p>0.05). As a result the hypotheses of H1, H2, H3 were accepted and the hypothesis of H4 was rejected. While a significant relationship was found between the level of knowledge of consumers about food additives and their perception of risk, perception of trust and purchase intentions about food additives, no significant relationship was found between the level of knowledge about food additives and the attitude towards behavior towards food additives.