Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama

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Proje Grubu: SOBAG Sayfa Sayısı: 254 Proje No: 120K520 Proje Bitiş Tarihi: 31.12.2020 Metin Dili: Türkçe İndeks Tarihi: 21-03-2022

Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama

Öz:
Bu arastırmanın temel amacı, tüketicilerin gıda degerlerini, saglık bilincini, sürdürülebilir ve saglıklı beslenme davranıslarını, COVID-19?a yönelik tutumlarını belirlemek; COVID-19 salgınında davranıssal içgörüler (dürtme) kullanarak tüketicilere saglıklı beslenme alıskanlıgı kazandıracak somut davranıs degisikliklerini hedefleyen politikalar tasarlamaktır. Bu baglamda, tüketicilerin COVID-19?a yönelik tutumları belirlenmis, tutumlarına göre tüketiciler segmentlere ayrılmıs ve her bir segmentin profili çıkarılmıstır. Arastırma verileri, Türkiye genelinde 18 yas ve üzeri tüketicilerle bilgisayar destekli web görüsmesi (CAWI) yöntemiyle elde edilmistir. Örnek hacmi, %95 güven aralıgı ve ± %3 hata payı kullanılarak 1050 hesaplanmıstır. Arastırma, Istatistiki Bölge Birimleri Sınıflandırması Düzey 1?e (IBBS1) göre sınıflandırılmıs 12 bölgede gerçeklestirilmistir. Tüketiciler belirlenirken, Türkiye temsili olacak sekilde cinsiyet, yas ve Sosyo-ekonomik Statü (SES) kriterleri dikkate alınmıstır. Türkiye?de, toplum tarafından genel kabul gören sekiz gıda degerinin oldugu belirlenmistir: ?Dogallık, güvenlik, çevresel etkiler, besin degeri, köken (mensei), tat, adil üretim ve fiyat?. Tüketicilerin %54.3?ü gıda degerlerine ilgisizdir. Toplumun COVID-19?a yönelik tutumunu altı temel boyut açıklamaktadır: ?Aktüalite, güven/memnuniyet, duyarsızlık/rahatlık, endise/korku, evde kaliteli zaman geçirme ve bilgi kaynagı olarak sosyal çevre?. Tüketiciler, COVID-19 tutumuna göre ?önemsemeyenler, kafası karısıklar, kaygılılar ve uyumlular? olmak üzere dört segmente ayrılmaktadır. Salgınla mücadelede hedef kitle, tüketicilerin %46.6?sını olusturan ?önemsemeyenler? segmentidir. Arastırmada, gıda degerleri ile COVID-19 tutumu ve beslenme davranısları arasındaki iliskiler belirlenmistir. Arastırma sonuçları, gıda degerlerine önem vermeyenlerin saglık bilincinin düsük oldugunu, sürdürülebilir saglıklı beslenmeyi ve COVID-19?u önemsemedigini göstermektedir. Davranıssal içgörüler kullanarak gıda degerleri odaklı beslenme davranısı degisikligini amaçlayan politikaların tasarlanmasında, gıda degerlerine ilgisiz tüketiciler hedef alınmıstır. Kolay, dikkat çekici, sosyal ve uygun zamanlı olma ilkeleri dikkate alınarak, politika önerileri gelistirilmistir. Arastırmada, gıda satın alma ve tüketim kararlarının verildigi ortamlarda degisiklikler yapılması önerilmistir.
Anahtar Kelime: politika tutum sürdürülebilir ve saglıklı beslenme gıda degerleri davranıssal içgörü covıd-19

Konular: Tarımsal Ekonomi ve Politika
Erişim Türü: Erişime Açık
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APA GÜNDEN C, TOSUN D (2020). Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama. , 1 - 254.
Chicago GÜNDEN Cihat,TOSUN Duygu Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama. (2020): 1 - 254.
MLA GÜNDEN Cihat,TOSUN Duygu Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama. , 2020, ss.1 - 254.
AMA GÜNDEN C,TOSUN D Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama. . 2020; 1 - 254.
Vancouver GÜNDEN C,TOSUN D Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama. . 2020; 1 - 254.
IEEE GÜNDEN C,TOSUN D "Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama." , ss.1 - 254, 2020.
ISNAD GÜNDEN, Cihat - TOSUN, Duygu. "Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama". (2020), 1-254.
APA GÜNDEN C, TOSUN D (2020). Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama. , 1 - 254.
Chicago GÜNDEN Cihat,TOSUN Duygu Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama. (2020): 1 - 254.
MLA GÜNDEN Cihat,TOSUN Duygu Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama. , 2020, ss.1 - 254.
AMA GÜNDEN C,TOSUN D Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama. . 2020; 1 - 254.
Vancouver GÜNDEN C,TOSUN D Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama. . 2020; 1 - 254.
IEEE GÜNDEN C,TOSUN D "Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama." , ss.1 - 254, 2020.
ISNAD GÜNDEN, Cihat - TOSUN, Duygu. "Tüketici Perspektifinden Covid-19: Davranıssal Içgörü Kullanarak Salgında Gıda Tüketimine Yönelik Etkili Politikalar Tasarlama". (2020), 1-254.