Abstract:

This survey-based quantitative study examines Turkish consumers' organic food purchase intentions by comparing student and professional samples. The Theory of Planned Behavior (TPB) is utilized and extended by incorporating additional factors, including product knowledge, environmental concern, willingness to pay, food safety concern, and health consciousness. An online survey was conducted to identify the driving forces behind the growing shift toward organic food consumption. Several hypotheses were tested and analyzed using SPSS. Key factors related to organic food purchase intentions were identified, and significant differences between students and professionals were observed. Food safety concerns and perceived behavioral control were positively related to organic food purchase intention among professionals but not among students. This difference between student and professional samples calls for targeted marketing strategies and policy recommendations to support organic food consumption. Another important finding of the study is that environmental concern was a significant driver of the decision to purchase organic food for both students and professionals. This may signal a broader societal shift toward more sustainable lifestyles in Turkey. The results contribute to the existing literature by extending TPB and providing recommendations for producers, marketers, and policymakers seeking to promote sustainable consumption behaviors.