Abstract:

In this study, it is aimed to determine the socio-demographic and economic factors that affect consumers' willingness to buy and market local products online. For this purpose, a survey was conducted with 384 participants who made internet shopping in Kahramanmaraş between December 2019 and July 2020, and the data obtained were analyzed with descriptive statistics and a Chi-square test. As a result of the analysis, it was determined that the variables of age, education level, income level, food expenditure, e-commerce experience, credit card usage status, and researching before shopping were important in the willingness to buy local products online. It has been determined that the variables of gender, spousal working status, income level, monthly savings amount, purchasing local products, and making price comparisons are effective on the willingness to market local products online. Due to the significant benefits of local products in terms of contributing to both local and national economies, increasing employment opportunities, adding new functionality to entrepreneurial activities, and leaving an important legacy of cultural and sustainable food consumption to future generations, it is important to encourage the purchase and marketing of local products through the internet.

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