Özet:

This research comprehensively investigates the factors influencing consumers' willingness to pay for local food products. The study particularly addresses critical variables such as price consciousness, product involvement, and price/quality inference, assessing their impact on the demand for local foods. A survey conducted in the province of Erzurum involved 410 participants, posing detailed questions about the effects of these variables on the selection of local foods. The results reveal that not only price consciousness and price/quality inference but also product involvement play a significant role in consumers' willingness to pay for local foods. These findings should be considered in devising strategies for local food marketing and in designing informational campaigns for consumers. Moreover, the research considers the impact of local products' environmental effects and eco-friendly production practices on consumer preferences. Consequently, the study recommends enhancing consumers' willingness to pay for local products by providing sufficient information about these products and increasing the production of environmentally friendly goods. This approach not only supports local economies but also encourages sustainable consumption practices, highlighting the significance of consumer education and awareness in promoting local and sustainable food choices.

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