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Article
Publication date: 24 October 2009

Z. Gokalp Goktolga and Kemal Esengun

The purpose of this paper is to determine the factors affecting the consumers' willingness to pay higher prices for genetically unmodified products.

Abstract

Purpose

The purpose of this paper is to determine the factors affecting the consumers' willingness to pay higher prices for genetically unmodified products.

Design/methodology/approach

Tomato was selected as a model crop. Data used in this study were gathered from questionnaires conducted in Tokat province of Turkey in April 2006. Questionnaires were accomplished via face‐to‐face interviews over 262 households. “Ordered logit model” was used in determining the factors that affect the willingness of consumers for higher prices for genetically unmodified products. Ordered models are those that limit dependent variables to certain intervals. According to the results, variables of household size, monthly household income, household's monthly food consumption expenditure and level of consumers' sensitivity over the issue affected the willingness to pay higher prices for genetically unmodified products.

Findings

Results of the study indicated that household size and monthly household income had negative effects on the willingness to pay extra, while monthly food expenditure and concern had positive effects.

Originality/value

The results of the study will be beneficial for the policy makers, producers, consumers and those conducting research in this area alike. Carrying out studies aimed at determining consumer preference, such as this, will help form consumer consciousness, especially in Turkey, to protect consumer health.

Details

British Food Journal, vol. 111 no. 11
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 13 June 2008

Halil Kizilaslan, Z. Gokalp Goktolga and Nuray Kizilaslan

The purpose of this paper is to determine the socio‐economic factors affecting meat sales outlets, as preferred by the consumers of the city of Tokat, Turkey. This paper…

Abstract

Purpose

The purpose of this paper is to determine the socio‐economic factors affecting meat sales outlets, as preferred by the consumers of the city of Tokat, Turkey. This paper underlines the social and economic factors leading to healthy meat outlet preferences and focuses the attention of producers, policy makers, sellers and consumers on the issue, which will lead to the creation of a healthier and more aware society.

Design/methodology/approach

Within the research, the sample size, preferred as 263, will deviate at a maximum of 6 percent from the main population at 95 percent importance level. The inquiries are proportionally dispersed between the quarters, considering the population, in accordance with the records of 2006. Surveys were carried out by way of direct interviews by the researchers. In the survey, particular attention was paid to ensure that the interviewee was the decision maker in regards to the purchasing of foods. Meat outlets (market places, butchers and hypermarkets) were chosen as the dependent variables of the model. The independent variables were the sex, age and educational background of the consumers, household size, place of residence, the status of the mother, income, price difference, quality difference, hygiene, freshness and the seller's image. The multinomial logit model was used to measure the effect of the independent variables on the dependent variable.

Findings

According to the results of the research; such factors as age, household size, place of residence, status of the mother, income, price difference, quality difference, hygiene, freshness and the seller's image are deemed to be the variables affecting the consumers' meat outlet preferences.

Practical implications

Studies of this nature will be particularly beneficial for policy makers, producers and consumers in the sector and the researchers in the field. By extension, conducting such studies aimed at determining consumer habits from the perspective of Turkey, will ultimately help form consumer consciousness, protect consumer health and raise the sellers' income. Defining aptitude of consumers' demands, searching reasons for buying choices will be helpful for the food safety, hygiene and quality standards to become a matter of importance.

Originality/value

This paper underlines the social and economic factors leading to healthy meat outlet preferences and focuses the attention of producers, policy makers, sellers and consumers on the issue, which will lead to the creation of a healthier and more aware society.

Details

British Food Journal, vol. 110 no. 6
Type: Research Article
ISSN: 0007-070X

Keywords

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