Araştırma Makalesi
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Arındırılmış (Free-From) Gastronomide Algılanan Faydalar, Engeller ve Duyarlılığın Rolü: Sağlık İnanç Modeli Perspektifi

Yıl 2025, Cilt: 22 Sayı: 4, 706 - 717

Altuğ Ocak

Öz

Bu çalışma, algılanan faydalar, algılanan engeller ve algılanan duyarlılığın rollerine dayanarak, tüketicilerin arındırılmış (free-from) gastronomik ürünleri satın alma niyetlerini etkileyen temel faktörleri incelemektedir. Çalışma, algılanan duyarlılığın algılanan faydaların satın alma niyetleri üzerindeki etkisine nasıl aracılık ettiğini araştırmak için Sağlık İnanç Modelini (HBM) kullanırken, algılanan engeller bu ilişkiyi ılımlı hale getirmektedir. Nicel bir araştırma yaklaşımı benimsenmiş ve sağlık bilincine sahip 386 tüketiciyle kesitsel bir anket yapılmıştır. Veriler, doğrudan, dolaylı (aracılık) ve etkileşim (moderasyon) etkilerini test etmek için Yapısal Eşitlik Modellemesi (YEM) kullanılarak analiz edilmiştir. Sonuçlar, algılanan faydaların tek başına satın alma niyetlerini önemli ölçüde etkilemediğini, ancak algılanan duyarlılık aracılık ettiğinde bu ilişkinin anlamlı hale geldiğini ortaya koymaktadır. Kendilerini diyetle ilgili sağlık sorunları (örn. diyabet, glüten intoleransı) riski altında algılayan tüketicilerin free-from ürünleri satın alma olasılığı daha yüksektir. Algılanan engeller bu ilişkiyi önemli ölçüde azaltmaktadır; öyle ki algılanan engelleri yüksek olan tüketicilerin (örn. tat, fiyat ve bulunabilirlikle ilgili endişeler) algılanan faydaları satın alma davranışına dönüştürme olasılığı daha düşüktür. Bu çalışma, algılanan duyarlılığın, özellikle sağlık bilincine sahip satın alma davranışları bağlamında, tüketici gıda seçimlerinde önemli bir aracı rolü oynadığını göstererek HBM'yi genişletmektedir. Ayrıca, arındırılmış ürünlerin tanıtımında karşılaşılan engelleri azaltma stratejilerinin önemini vurgulamaktadır. Pazarlamacılar, algılanan duyarlılığı artırmak için sağlık riskini azaltma mesajlarını ön plana çıkarırken, aynı zamanda algılanan engelleri azaltmak için fiyat, tat ve bulunabilirlik endişelerini de gidermek zorundadır. Lezzet alanında yenilikler, satın alınabilirlik ölçütleri ve genişletilmiş dağıtım gibi stratejiler, tüketicilerin arındırılmış ürünleri benimsemesini artırabilir. Bu çalışma, HBM yapılarını tüketici davranışı araştırmalarına entegre ederek free-from ürün tüketiminin psikolojik etkenlerini anlamaya yönelik yeni bir yaklaşım sunmaktadır. Bulgular, sağlık odaklı gıda seçimlerini teşvik etmek isteyen işletmeler ve politika yapıcılar için pratik öneriler sunmaktadır.

Anahtar Kelimeler

Tüketici davranışı beslenme pazarlaması sağlıklı yaşam trendleri temiz etiketli ürünler arındırılmış gastronomi

Kaynakça

  • Anthony, L. A. (2023, April 17). 20 free marketing ideas for small businesses. NerdWallet. https://www.nerdwallet.com/article/small-business/free-marketing-ideas?utm_source=chatgpt.com
  • Aschemann-Witzel, J., Varela, P., & Peschel, A. O. (2019). Consumers’ categorization of food ingredients: Do consumers perceive them as ‘clean label’producers expect? An exploration with projective mapping. Food quality and preference, 71, 117-128. https://doi.org/10.1016/j.foodqual.2018.06.003
  • Ben Hassen, T., El Bilali, H., & Allahyari, M. S. (2020). Impact of COVID-19 on food behavior and consumption in Qatar. Sustainability, 12(17), 6973. https://doi.org/10.3390/su12176973
  • Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588-606. https://doi.org/10.1037/0033-2909.88.3.588
  • Block, L. G., & Keller, P. A. (1995). When to accentuate the negative: The effects of perceived efficacy and message framing on intentions to perform a health-related behavior. Journal of marketing research, 32(2), 192-203. https://doi.org/10.1177/002224379503200206
  • Champion, V. L. (1984). Instrument development for health belief model constructs. Advances in nursing science, 6(3), 73-85.
  • Champion, V. L. (1993). Instrument refinement for breast cancer screening behaviors. Nursing research, 42(3), 139-143.
  • Chen, M. F. (2011). The joint moderating effect of health consciousness and healthy lifestyle on consumers’ willingness to use functional foods in Taiwan. Appetite, 57(1), 253-262. https://doi.org/10.1016/j.appet.2011.05.305
  • Dimidi, E., Kabir, B., Singh, J., Ageridou, A., Foster, C., Ciclitira, P., ... & Whelan, K. (2021). Predictors of adherence to a gluten-free diet in celiac disease: Do knowledge, attitudes, experiences, symptoms, and quality of life play a role?. Nutrition, 90, 111249. https://doi.org/10.1016/j.nut.2021.111249.
  • Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.1177/002224379102800305
  • Food System Primer. (n.d.). Food marketing and labeling. Retrieved July 8, 2025, from https://foodsystemprimer.org/food-nutrition/food-marketing-and-labeling
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  • Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of retailing, 74(3), 331-352. https://doi.org/10.1016/S0022-4359(99)80099-2
  • Gyant, N. (2025, February 25). 15 insanely effective sales promotion examples to win more customers. WordStream. https://www.wordstream.com/blog/ws/2020/10/13/sales-promotion-examples?utm_source=chatgpt.com
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Pearson.
  • Hartmann, C., & Siegrist, M. (2017). Consumer perception and behaviour regarding sustainable protein consumption: A systematic review. Trends in Food Science & Technology, 61, 11-25. https://doi.org/10.1016/j.tifs.2016.12.006
  • Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). Guilford Press.
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
  • Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
  • Innova Market Insights. (2025, January 10). Free-from food trends in the US. Growth patterns in lactose-free. Retrieved from https://www.innovamarketinsights.com/trends/free-from-food-market-trends-in-the-us/
  • Joyful Eating Nutrition. (2022). Health halo effect: How to stop it shaping your food choices and eating behaviour. Joyful Eating Nutrition. https://www.joyfuleatingnutrition.com/blog/health-halo-effect-how-to-stop-it-shaping-your-food-choices-and-eating-behaviour/
  • Kline, R. B. (2015). Principles and practice of structural equation modeling (4th ed.). Guilford Press.
  • Liu, J., & Wang, S. (2023). Factors Influencing the Purchase Intention for Online Health Popular Science Information Based on the Health Belief Model. Behavioral Sciences, 13(8), 693. https://doi.org/10.3390/bs13080693
  • Malhotra, N. K., Nunan, D., & Birks, D. F. (2020). Marketing research: An applied approach (6th ed.). Pearson.
  • Mintel Reports. (2025). US Free-From Market Report. Retrieved from https://store.mintel.com/us/report/us-free-from-market-report
  • National Cancer Institute. (n.d.). Perceived benefits. Retrieved from https://cancercontrol.cancer.gov/brp/research/constructs/perceived-benefits
  • Nine Blaess. (2025, May 3). Brand positioning examples. https://www.nineblaess.de/blog/brand-positioning-examples/?utm_source=chatgpt.com
  • Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
  • Panidi, K., Grebenschikova, Y., & Klucharev, V. (2023). The efficacy of the sugar-free labels is reduced by the health-sweetness tradeoff. arXiv preprint arXiv:2311.09885. https://doi.org/10.48550/arXiv.2311.09885
  • Raghunathan, R., Naylor, R. W., & Hoyer, W. D. (2006). The unhealthy= tasty intuition and its effects on taste inferences, enjoyment, and choice of food products. Journal of Marketing, 70(4), 170-184. https://doi.org/10.1509/jmkg.70.4.170
  • Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of retailing and consumer services, 38, 157-165. https://doi.org/10.1016/j.jretconser.2017.06.004
  • Rosenstock, I. M. (1974). The health belief model and preventive health behavior. Health Education Monographs, 2(4), 354-386. https://doi.org/10.1177/109019817400200405
  • Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson.
  • Schulte, E. M., Avena, N. M., & Gearhardt, A. N. (2015). Which foods may be addictive? The roles of processing, fat content, and glycemic load. PloS one, 10(2), e0117959. https://doi.org/10.1371/journal.pone.0117959
  • Schwarz, G. (1978). Estimating the dimension of a model. The annals of statistics, 461-464. https://www.jstor.org/stable/2958889
  • SmartPLS 4. (2024). SmartPLS Software for Structural Equation Modeling. Bönningstedt: SmartPLS. Retrieved from https://www.smartpls.com
  • Steinhauser, J., Janssen, M., & Hamm, U. (2019). Consumers’ purchase decisions for products with nutrition and health claims: What role do product category and gaze duration on claims play?. Appetite, 141, 104337. https://doi.org/10.1016/j.appet.2019.104337
  • Steptoe, A., Pollard, T. M., & Wardle, J. (1995). Development of a measure of the motives underlying the selection of food: the food choice questionnaire. Appetite, 25(3), 267-284. https://doi.org/10.1006/appe.1995.0061
  • Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple-item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0

The Role of Perceived Benefits, Barriers, and Susceptibility in Free-From Gastronomy: A Health Belief Model Perspective

Yıl 2025, Cilt: 22 Sayı: 4, 706 - 717

Altuğ Ocak

Öz

This study examines the key factors influencing consumer purchase intentions for free-from gastronomic products, focusing on the roles of perceived benefits, perceived barriers, and perceived susceptibility. The study applies the Health Belief Model (HBM) to explore how perceived susceptibility mediates the effect of perceived benefits on purchase intentions, while perceived barriers moderate this relationship. A quantitative research approach was adopted, utilizing a cross-sectional survey of 386 health-conscious consumers. Data were analyzed using Structural Equation Modeling (SEM) to test the direct, indirect (mediation), and interaction (moderation) effects. The results reveal that perceived benefits alone do not significantly influence purchase intentions; however, this relationship becomes significant when mediated by perceived susceptibility. Consumers who perceive themselves as at risk of diet-related health issues (e.g., diabetes, gluten intolerance) are more likely to purchase free-from products. Perceived barriers significantly moderate this relationship, such that consumers with higher perceived barriers (e.g., concerns about taste, price, and availability) are less likely to translate perceived benefits into purchase behavior. This study extends the HBM by demonstrating that perceived susceptibility plays a crucial mediating role in consumer food choices, particularly in the context of health-conscious purchasing behaviors. It also highlights the importance of barrier-reduction strategies in promoting free-from products. Marketers should emphasize health risk reduction messaging to increase perceived susceptibility, while simultaneously addressing price, taste, and availability concerns to mitigate perceived barriers. Strategies such as flavor innovations, affordability measures, and expanded distribution can enhance consumer adoption of free-from products. This study integrates HBM constructs into consumer behavior research, offering a novel approach to understanding psychological drivers of free-from product consumption. The findings provide practical recommendations for businesses and policymakers seeking to promote health-oriented food choices.

Anahtar Kelimeler

Consumer behavior nutritional marketing wellness trends clean label products free-from gastronomy

Etik Beyan

Bu araştırma için, İstanbul Beykent Üniversitesi Sosyal Bilimler ve Beşeri Bilimler Bilimsel Araştırma ve Yayın Etik Kurulundan 14 Şubat 2025 tarihli ve 178029 numaralı yazı ile etik onay alınmıştır.

Kaynakça

  • Anthony, L. A. (2023, April 17). 20 free marketing ideas for small businesses. NerdWallet. https://www.nerdwallet.com/article/small-business/free-marketing-ideas?utm_source=chatgpt.com
  • Aschemann-Witzel, J., Varela, P., & Peschel, A. O. (2019). Consumers’ categorization of food ingredients: Do consumers perceive them as ‘clean label’producers expect? An exploration with projective mapping. Food quality and preference, 71, 117-128. https://doi.org/10.1016/j.foodqual.2018.06.003
  • Ben Hassen, T., El Bilali, H., & Allahyari, M. S. (2020). Impact of COVID-19 on food behavior and consumption in Qatar. Sustainability, 12(17), 6973. https://doi.org/10.3390/su12176973
  • Bentler, P. M., & Bonett, D. G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88(3), 588-606. https://doi.org/10.1037/0033-2909.88.3.588
  • Block, L. G., & Keller, P. A. (1995). When to accentuate the negative: The effects of perceived efficacy and message framing on intentions to perform a health-related behavior. Journal of marketing research, 32(2), 192-203. https://doi.org/10.1177/002224379503200206
  • Champion, V. L. (1984). Instrument development for health belief model constructs. Advances in nursing science, 6(3), 73-85.
  • Champion, V. L. (1993). Instrument refinement for breast cancer screening behaviors. Nursing research, 42(3), 139-143.
  • Chen, M. F. (2011). The joint moderating effect of health consciousness and healthy lifestyle on consumers’ willingness to use functional foods in Taiwan. Appetite, 57(1), 253-262. https://doi.org/10.1016/j.appet.2011.05.305
  • Dimidi, E., Kabir, B., Singh, J., Ageridou, A., Foster, C., Ciclitira, P., ... & Whelan, K. (2021). Predictors of adherence to a gluten-free diet in celiac disease: Do knowledge, attitudes, experiences, symptoms, and quality of life play a role?. Nutrition, 90, 111249. https://doi.org/10.1016/j.nut.2021.111249.
  • Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319. https://doi.org/10.1177/002224379102800305
  • Food System Primer. (n.d.). Food marketing and labeling. Retrieved July 8, 2025, from https://foodsystemprimer.org/food-nutrition/food-marketing-and-labeling
  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
  • Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of retailing, 74(3), 331-352. https://doi.org/10.1016/S0022-4359(99)80099-2
  • Gyant, N. (2025, February 25). 15 insanely effective sales promotion examples to win more customers. WordStream. https://www.wordstream.com/blog/ws/2020/10/13/sales-promotion-examples?utm_source=chatgpt.com
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Pearson.
  • Hartmann, C., & Siegrist, M. (2017). Consumer perception and behaviour regarding sustainable protein consumption: A systematic review. Trends in Food Science & Technology, 61, 11-25. https://doi.org/10.1016/j.tifs.2016.12.006
  • Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). Guilford Press.
  • Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
  • Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55. https://doi.org/10.1080/10705519909540118
  • Innova Market Insights. (2025, January 10). Free-from food trends in the US. Growth patterns in lactose-free. Retrieved from https://www.innovamarketinsights.com/trends/free-from-food-market-trends-in-the-us/
  • Joyful Eating Nutrition. (2022). Health halo effect: How to stop it shaping your food choices and eating behaviour. Joyful Eating Nutrition. https://www.joyfuleatingnutrition.com/blog/health-halo-effect-how-to-stop-it-shaping-your-food-choices-and-eating-behaviour/
  • Kline, R. B. (2015). Principles and practice of structural equation modeling (4th ed.). Guilford Press.
  • Liu, J., & Wang, S. (2023). Factors Influencing the Purchase Intention for Online Health Popular Science Information Based on the Health Belief Model. Behavioral Sciences, 13(8), 693. https://doi.org/10.3390/bs13080693
  • Malhotra, N. K., Nunan, D., & Birks, D. F. (2020). Marketing research: An applied approach (6th ed.). Pearson.
  • Mintel Reports. (2025). US Free-From Market Report. Retrieved from https://store.mintel.com/us/report/us-free-from-market-report
  • National Cancer Institute. (n.d.). Perceived benefits. Retrieved from https://cancercontrol.cancer.gov/brp/research/constructs/perceived-benefits
  • Nine Blaess. (2025, May 3). Brand positioning examples. https://www.nineblaess.de/blog/brand-positioning-examples/?utm_source=chatgpt.com
  • Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.
  • Panidi, K., Grebenschikova, Y., & Klucharev, V. (2023). The efficacy of the sugar-free labels is reduced by the health-sweetness tradeoff. arXiv preprint arXiv:2311.09885. https://doi.org/10.48550/arXiv.2311.09885
  • Raghunathan, R., Naylor, R. W., & Hoyer, W. D. (2006). The unhealthy= tasty intuition and its effects on taste inferences, enjoyment, and choice of food products. Journal of Marketing, 70(4), 170-184. https://doi.org/10.1509/jmkg.70.4.170
  • Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of retailing and consumer services, 38, 157-165. https://doi.org/10.1016/j.jretconser.2017.06.004
  • Rosenstock, I. M. (1974). The health belief model and preventive health behavior. Health Education Monographs, 2(4), 354-386. https://doi.org/10.1177/109019817400200405
  • Saunders, M., Lewis, P., & Thornhill, A. (2019). Research methods for business students (8th ed.). Pearson.
  • Schulte, E. M., Avena, N. M., & Gearhardt, A. N. (2015). Which foods may be addictive? The roles of processing, fat content, and glycemic load. PloS one, 10(2), e0117959. https://doi.org/10.1371/journal.pone.0117959
  • Schwarz, G. (1978). Estimating the dimension of a model. The annals of statistics, 461-464. https://www.jstor.org/stable/2958889
  • SmartPLS 4. (2024). SmartPLS Software for Structural Equation Modeling. Bönningstedt: SmartPLS. Retrieved from https://www.smartpls.com
  • Steinhauser, J., Janssen, M., & Hamm, U. (2019). Consumers’ purchase decisions for products with nutrition and health claims: What role do product category and gaze duration on claims play?. Appetite, 141, 104337. https://doi.org/10.1016/j.appet.2019.104337
  • Steptoe, A., Pollard, T. M., & Wardle, J. (1995). Development of a measure of the motives underlying the selection of food: the food choice questionnaire. Appetite, 25(3), 267-284. https://doi.org/10.1006/appe.1995.0061
  • Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple-item scale. Journal of Retailing, 77(2), 203-220. https://doi.org/10.1016/S0022-4359(01)00041-0
Toplam 39 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Beslenme Eğitimi
Bölüm Research Articles
Yazarlar

Altuğ Ocak 0000-0002-8018-4158

Erken Görünüm Tarihi 30 Temmuz 2025
Yayımlanma Tarihi
Gönderilme Tarihi 12 Mayıs 2025
Kabul Tarihi 28 Temmuz 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 22 Sayı: 4

Kaynak Göster

APA Ocak, A. (2025). The Role of Perceived Benefits, Barriers, and Susceptibility in Free-From Gastronomy: A Health Belief Model Perspective. OPUS Journal of Society Research, 22(4), 706-717.