GROWING ENVIRONMENTAL AWARENESS IN TURKEY'S SEAFOOD PURCHASE OPTIONS: THE POSITION OF SUPERMARKETS

WOS: 000456226800053This study provides to identify the purchase intentions, preferences and effects of demographic characteristics of the individuals on seafood. Data used in the research was obtained from the face-to-face questionnaire which was applied to randomly selected 407 individuals during May-June 2016 period in the city of Adana, Turkey. For this purpose, logistic regression method and chi-square test were applied on the obtained data and statistically significant differences (p<0.05, p<0.01) were found between the responses. The results show that factors as age, income, education and structure of the profession effects consumers on the place of purchase and determine the preference of traditional markets (local market or fish market) or supermarkets for seafood products. It is also found that consumers who prefers supermarkets mainly prefer wild fish in fresh form and dominant factors influencing purchasing behavior of seafood are freshness and accessibility for this consumer group (p< 0.01). Besides, accessibility, reliability and freshness are the main factors on consumers' preference of supermarkets on seafood purchasing (p< 0.01).Scientific Research Projects Unit of the University of cukurova, Turkey [FBA-2017-8176]This study was derived from the FBA-2017-8176 project, which was supported by the Scientific Research Projects Unit of the University of cukurova, Turkey