How consumers' consciousness and perception levels affect purchase intention of organic chicken meat in Turkey

Abstract

The main purpose of this study was to analyze the impact of consumers' consciousness levels through their perception levels on purchase intention towards organic chicken meat. While consciousness levels of organic chicken meat were handled in terms of animal welfare awareness and health, perception levels were dealt with in terms of food safety, price, and benefit. Structural equation modeling was used to find out which factors have a significant effect on purchase intention. As a result of the analysis, it was found that consumers' animal welfare awareness had a positive effect on food safety perception and health consciousness had a positive effect on benefit perception. It was established that food safety perception had a positive effect on benefit perception and benefit perception had a positive effect on price perception. Besides, it was found that food safety perception and price perception had a positive effect on purchase intention.